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Thursday, Mar 28, 2024

Franchise Owner Keeps Feet on Ground in Expansion

Valeh Rashidian became a franchisee of The Flip Flop Shops at the Westfield Topanga Mall in May, and in July opened a second location at Universal City Walk. Despite a difficult retail climate that has forced many stores to close this year, Rashidian is doing so well she has plans to open two more locations, one in Santa Monica and one in Las Vegas. “The response has been phenomenal, we are doing extremely well, people still come into the store and say, ‘finally, there’s a shop that sells just Flip Flops’,” she said. Even in the winter in California people showed up in large numbers to buy flip flops this past holiday shopping season – some of the hottest items at her store included wool lined flip flops and fleece lined slippers, she said. Rashidian faced what many retailers dreamed about as she sold out of popular products the week before Christmas, and had to place many customers on a waiting list. “And that is really, really good.” With the coconut smell of tropical suntan oils seeping out of a scent machine, and music that likewise reflects the casual lifestyle affiliated with the footwear, the store lures customers that identify with the free-spirited attitude, she said. The company also takes pride in being an environmentally responsible retailer and in its philanthropic efforts. Donation “We participate in a program called Soles for Souls, and people drop off their gently used shoes at out stores and we give them to people in need,” Rashidian said. “That’s been absolutely phenomenal, even at City Walk where you wouldn’t expect it I have people bringing in bags of shoes. As a thank you we give them a 20 percent discount voucher.” To build customer loyalty, Rashidian said she has also put in place a program where anyone who purchases a gift card of $35 or more gets a Flip Flop Shop key chain, and when they show it to a store employee during future visits, it automatically gets them a 15 percent discount. The program is in place for as long as the person keeps the key chain. The flip flop craze has continued to build momentum over the past decade, especially in warm weather states, increasingly becoming accepted footwear for all ages, and many occasions and activities other than a trip to the beach or the pool, and Rashidian plans to continue to profit from that. “We’re concentrating on letting people know who we are so we’re placing ads in magazines, giving out vouchers to the hotels, things like that, and it’s worked out very well for us,” she said. Living in London most of her life after graduating from New York University, Rashidian was looking for an opportunity to move to the West Coast and began researching franchises, though she had no experience in the retail business. First chain She was drawn almost immediately to the unique concept of the Flip Flop Shops, the nation’s first retail chain exclusive to flip flops and sandals. Founded in Boston in 2004 by entrepreneurs Todd Giatrelis and Sarah Towne, the company began franchising in January of 2008 after assembling an executive team that boasts more than 50 years of franchise experience building and growing franchise concepts and well-known brands such as Cold Stone Creamery and Nike. Opening more than 40 stores across the U.S. including a few in Canada and Guam so far this year, the company announced plans to open 236 shops by 2013. “The company has grown, when I signed up for my two shops I think I was only number four or five, now we are more than 40,” she said. “The reason we’re doing so well is the product for sure and the whole concept is fun, it’s a fun atmosphere, and when people walk in the store they get kind of like a happy feeling.”

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