Payless Lifts the Curtain on Its US Comeback

Roughly two years after Payless disappeared from the U.S. retail landscape, the footwear brand is staging a comeback with a new location near the brand’s headquarters in North Miami, Fla. When it relaunched in North America with an ecommerce site in August 2020 following its bankruptcy, Payless shared an ambitious plan to open 300 to 500 stores over the next five years. It’s still not clear how many of these stores will open in 2021. According to a company statement, Payless has “big plans to implement a unique omnichannel experience through our enhanced digital platform and stores,” but a spokesperson did not respond to further questions. Smart and strategic retail One thing is certain for now: The new Payless will look a lot different than the one-time mall staple. For example, the new store will showcase interactive touchscreen wall panels alongside augmented reality (AR) capabilities available in English and Spanish. An AR foot measurement chart and floor decal, which is comprised of 16 3D animated characters and 16 2D animal footprints, will provide what the footwear retailer said is a personalized customer experience. The new space encompasses some 4,000 square feet, which Payless said is enough room to feature about 10,000 footwear, apparel and accessory items at any given time. Payless associates are ready to receive their first customers at the banner's first retail store since shuttering all their locations in 2019. "The traditional brick-and-mortar storefront isn't going anywhere, but recent times have demanded the need for a new 360-degree immersive retail experience," said Payless CEO Jared Margolis in a statement. "Our plan has always been to make a comeback for our U.S. consumers with brand new smart and strategic retail locations that are also in line with our omnichannel strategy,” he added, pointing to how the brand has maintained 700 stores across the globe. "Now with the opening of our Miami store, we're excited to continue to embrace the diverse communities here within the States and provide the best in value and style to customers both in-store and online.” Remember Palessi? At the National Retail Federation’s annual event in January, Janey Whiteside, executive vice president and chief customer officer at Walmart, said economic slowdown following the pandemic made the retailer’s “Save money, live better” messaging more relevant than ever. The same may now be true of Payless, whose mission is to create “trend-right comfortable footwear at a great value.” In fact, Payless arguably proved its ability to deliver on that mission in a viral 2018 stunt in which it invited influencers to a pop-up event from luxury brand Palessi. The secret: It was actually stocked with heels and boots valued between $19.99 and $39.99. When asked how much they’d pay for the discount shoes presented as high-end footwear, influencers said they’d pay far more—with one offering $640, an 1,800% markup. The interior's industrial vibe includes black metal fixtures and concrete floors, among other attributes. Embracing Miami's community Meanwhile, the Miami store will also feature some local color from the artist Amaranta Martinez, better known as Superama, in an exterior mural highlighting Miami's vibrant community. "What I love about Miami is the different kinds of people you encounter every day," the artist said in a statement. "The variety of backgrounds, ethnicities, cultures and languages makes this a very exciting place to be, which I reflected in Payless' new store mural. It is an honor for me to be part of this beautiful project and I'm overjoyed that Payless embraced my community and sought to create an inclusive and inviting shopping hub for the area." Payless ShoeSource Emerges From Bankruptcy, Relaunching Brand in the U.S.