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Stride Rite Launches New Store Concept
July 18, 2008

Lexington, Mass.-based The Stride Rite Children's Group, a division of Collective Brands Inc., announced the launch of a new store format, Collections by Stride Rite. The new concept combines separate, dedicated shopping areas for kids ages 7-10, with an environment for parents to shop for baby and toddler shoes. The 1,800-sq.-ft. store debuted in New York's Upper East Side at 1542 Third Ave. at 87th Street. According to the company, the dedicated shopping environment for youth is at the front of the store and features "fun colors, hip lighting and displays of 'grown-up' must-have styles from the stride rite portfolio, as well as several fashion brands." The back of the store transitions to a softer atmosphere for babies and toddlers. Dividing the two sections is the cashwrap and the Stride Rite 3-D Fit Machine, a system that captures the full 3-D shape of the feet by taking pictures with six cameras to obtain a 360-degree measurement of the child's foot. Designed by Bergmeyer Associates Inc., along with branding agency MDG Inc., the new Collections by Stride Rite store features materials and colors chosen to combine and create a clean and modern environment. The space is enhanced by large-scale lifestyle graphics, polished concrete, colorful carpeting and curved white displays, combined with dual-tone silver accents with touches of chartreuse. Stride Rite said it has plans to roll out similar stores later this year in select high-fashion shopping locations.

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