Store Solemates: Summit Footwear

Derick: Let's talk about the small town that you're in and the Summit Footwear store, how you started with that and how it's connected with the community.

Jocelyn: So, in our small town of Invermere, tourism is our main industry. It didn't start that way. Logging and forestry was kind of how the town started, but then it just evolved into being a full tourism town. It’s only about four blocks long, with lots of cafes, restaurants, and retail stores. And then we have a beautiful lake and beach, and so it's kind of a beach town. The summers are way busier for us than the winters.

Derick: I love small towns.

Jocelyn: Yeah, and (my husband and I) came from Calgary. We thought it'd be nice to move and live in a small town, so we Googled what businesses were for sale in Invermere. This was 17 years ago and the only store for sale was an existing shoe store called Penner Shoes—the Penner family had owned it for 35 years. Now, it's been a shoe store for over 50 years, which is really cool.

We used to be the only shoe store in town. Now there's more competition—an outdoor store that carries footwear and a smaller department store that carries footwear as well. At first it was a little scary, but it’s helped us focus more on what we really want to specialize in, which is premium comfort footwear.

Derick: Are you doing anything with the community, as far as events?

Jocelyn: We work with our First Nations band here, the Shuswap Band. Every year we outfit all the kids with winter footwear, which we've been doing for about seven years now. Last year, the elders all got new footwear as well.

It's nice working with our local community & with the indigenous people. They're very appreciative, especially the kids going to school with a brand-new pair of boots.

We also do spring launch parties where we invite all our loyalty program, about 3000 members, for wine and cheese and a little bit of a discount. The other big event we do is our teacher event. Every June when the kids have finished school, we invite all the educators from the valley into the store to shop for the summer with a discount.

Derick: That’s awesome how you show your appreciation.

Jocelyn: Yeah, my kids are still in school. My three daughters are all teenagers, so I get how hard it is to be a teacher, especially in a small town.

Derick: How do you envision the future of the store?

Jocelyn: My husband is a firefighter in Calgary and he retires in six years, so I have to start to think, okay, what am I going to do? And it makes me sad to think about not having the store; I don't think that's ever an option. Even if I sold the store, it would be under the condition that it had to stay a footwear retailer, how Penner sold it to me. The store is such a staple in the community, and it's probably one of the longest standing stores, and hopefully it will continue for years to come.

Derick: Next question…and I can relate because before I started getting into the outdoors, I didn't know much about gear and people would ask me, “what's the most essential gear?” And as I started hiking more, that footwear is the most important.

So, what do you think the importance of footwear, and the role a footwear retailer plays in your community?

Jocelyn: There are only a few things in the world you can't skimp on: a good bed, good garbage bags, and good footwear. We take a lot of pride in putting people into the right footwear. There’s nothing worse than having your feet hurt. And nowadays, there are so many people with foot problems like bunions and plantar fasciitis; it's endless. And there's nothing better than fitting somebody, and the shoes feel perfect.

Derick: You’re making a difference for real.

I feel like we're going through this time in life where everyone's going outdoors more, especially after the 2020 lockdown. Shoes are important and you are doing some important work.

Jocelyn: It's like you're confident when your feet are comfortable, it's crazy what it does.

Derick: When you're a kid and you get a new pair of shoes, you're like, oh, I can run fast now.

Jocelyn: I think adults feel the same when they're in shoes that feel like a game changer, comfort-wise. When I did a big hike this last summer—I'm not actually a big hiker, my husband is, but I agreed to do this big trip with him—and my biggest worry was my feet. I was so worried if I was going to get blisters and ruin the whole trip.

Derick: What did you wear?

Jocelyn: Oboz.

Derick: Good answer.

Jocelyn: It's funny, I actually took another pair as well. I have wide feet and so I was worried. I had never worn my Oboz for longer than just a day hike. And this was like a three-day, 50-pound pack hike. So, big difference. And it was amazing. I mean, this is a 60-kilometer hike and three passes. I never had a problem. And I have a bunion, I have bone spurs, and it still went great.

Derick: Is there anything else that you want to share?

Jocelyn: Sure! Though we are small-town shop, we are super passionate about what we do. And like you said, it is an important job.

And you know what? We're very lucky to have a product that I don't think will go online for everyone. Online business is so huge, but going to a shoe store is very different.

Derick: Yes, you have to try 'em on.

Jocelyn: We’re really lucky that we have an item that people are always going to want to come in and try on and have an experience.

It’s normal for people to be in the store for an hour or two. We're very lucky to be doing what we're doing. And especially in a small town, because in a small town too, people are happier. Everyone's in a good mood generally, so it's easy.

Check out our Dealer Locator to find your perfect Oboz shoe. To stay up to date on new blog posts, events, and announcements, sign up for our newsletter and follow us on Instagram @ObozFootwear!