Christof Bär is initially satisfied with the start of the season. In the second week of September, the traditional catalog was sent out as a seasonal stimulus. There was a corresponding change in the weather. “We are satisfied as of today and are receiving positive feedback on our collection and the continually optimized fit,” sums up the Bär managing director. The entrepreneur, however, would like to forget September 2023, when the weather was far too warm and had brought sales across the entire shoe industry to its knees. Bär therefore compares the sales figures with the year 2022 and sees the current year on the same level. “If October and November go well, we will end the year with a profit. And we still have a lot planned.” The planned activities include a new opening in Trier in mid-November. The location had been on the agenda for a long time; now the opportunity arose. “We now want to invest consciously. Because when things really get going again, the good locations will quickly be gone,” says Christof Bär. Extensive sales campaigns are not part of the strategy for the coming months. Last year we had to resort to this measure in order to create incentives and win new customers. “But I don’t like that at all, we haven’t done that for decades.” Now there will be targeted campaigns during Black Week and at the end of the season in January – but otherwise Bär wants “to score points with a good collection, with visibility and with building trust.”
Two years ago, the company, which traditionally markets its shoes through its own stores, catalogs and its own online shop, launched a wholesale strategy and has been targeting specialist shoe retailers ever since. After a certain start-up period, the business is now developing, says Christof Bär: “We work with around 40 dealers, including
“Many orthopedic stores and outdoor shops.” As a supplier, Bär wants to offer a high degree of flexibility and, for example, work with small minimum quantities to make it easier to get started. Two sales representatives now act as a link between manufacturers and dealers. The company also shows its colors at trade fairs. The Swabians want to continue to grow in the shoe trade: “I think that we can double the network in the next one or two years,” says Christof Bär.
In addition to the wide toe box, traditionally the most important feature of the Bär shoe brand, the company is now relying heavily on barefoot shoes again. Around 15% of sales are generated by this shoe segment. The entrepreneur is pleased that the topic is currently experiencing real hype. “It’s great that there’s a lot of movement in there.” But he also has concerns: “Everything that has even a sock with nubs underneath is now called a barefoot shoe. I find that questionable because not all shoes are of high quality.” There are significant differences in the materials used and the toe space is not always optimal. Bär wants to counter the competition with quality and know-how: “Our focus is people and advice. It is important for us to determine what people really need. Does he want to go hiking, run a marathon or does he need a shoe for everyday life? We also take other factors such as body weight and fitness level into account in our advice. We have 40 years of experience in the comfortable shoe sector and know what is important.” That is why it is not uncommon for customers to enter one of the 21 Bär branches with the desire to buy a barefoot shoe – and then with a model including cushioning left in the sole. Christof Bär recommends that retailers present the topic of barefoot shoes competently. And less is often more. “If you have seven or eight brands from this segment in your product range, you can easily get lost in the complexity. I think it’s important to concentrate.” The entrepreneur Bär also says this because his company covers many segments in every collection – from classic barefoot shoes to street shoes to hiking and performance shoes – all with a wide toe box, of course itself.
Variety of barefoot shoes
With its barefoot shoes, Bär also wants to set itself apart from the competition in technical terms. The concept of the archraiser sole, which was developed together with the orthopedist Dr. Norbert Becker, for example, offers support in the midfoot area without constricting the foot. If the shoe is worn in the gym, for example, the archraiser can be activated using lacing and then bundles the tendons and muscles in the middle of the foot. If this function is not needed, the element can simply be loosened. A felt lining is intended to ensure that no one gets cold feet even in winter. Christof Bär points out that the wide toe box ensures good blood circulation in the toes and therefore less freezing. Bär’s range also includes barefoot shoes with sneaker soles, fashionable Chelsea boots and ankle-high lace-ups as well as ballerina flats in patent leather for the festive season. If you like going to the mountains, you can do so with bear barefoot shoes in Louis Trenker style. The hiking shoes with typical agraffe lacing are non-slip and step-resistant. Also new is the use of a material that acts biomimetically: According to Christof Bär, it absorbs the force of the performance, but only creates counter pressure at the frequency of the body’s own intervertebral discs. Used as a midsole, it provides cushioning and at the same time allows the foot to perceive the texture of the ground. Bär wants to grow with barefoot shoes and also with sports and active shoes. Both are segments with increasing demand. According to Christof Bär, the company attaches great importance to providing customers with comprehensive information and advice. The company also trains the dealers who work with the brand. “Just putting the shoes on the shelf and seeing that they sell is not enough,” emphasizes the entrepreneur. “You have to be able to explain why plenty of toe room and forward space are important and why our high-quality leather and double stitching are so important. Anyone who takes this into account can benefit from the margin that we offer.” Bär therefore offers retailers support on promotional days and organizes webinars to impart the necessary knowledge. The shopping experience in Bär stores includes a 3D scanner that captures the entire foot. Based on this data, the optimally fitting bear shoe can be determined. According to Christof Bär, this could also significantly improve the return rate in the mail order business.
