Stride Rite Children's Group Launches New Store Concept: Collections by Stride Rite(TM)

An Innovative Two-in-One Store Design Offers a New Format that Combines

Dedicated, Separate Shoe-Shopping Environments Geared to Kids Seven to Ten

Years with Area for Babies and Toddlers

Jul 17, 2008, 01:00 ET from Stride Rite Children's Group

    LEXINGTON, Mass., July 17 /PRNewswire-FirstCall/ -- The Stride Rite
 Children's Group, the leading provider of premier children's footwear,
 announced today the launch of a new store format, Collections by Stride
 Rite(TM), which combines separate, dedicated shopping areas for kids seven
 to ten years of age, with an environment for parents to shop for baby and
 toddler shoes.
     (Logo: )
     The 1,800-square-foot store is located in New York City's premier Upper
 East Side at 1542 3rd Ave at 87th Street and opens its doors today. Stride
 Rite said it has plans to roll out similar stores later this year in select
 high-fashion shopping locations.
     The new Collections by Stride Rite store redefines children's shoe
 shopping with special environments well-suited for parents shopping with
 and for babies, toddlers and younger kids, coupled with a newly designed
 area for youth offering a fun, inspiring and convenient one-stop shopping
 for children's footwear. The Collections by Stride Rite store features the
 same high-quality customer service, including sizing and fitting assistance
 that has become synonymous with the Stride Rite(R) brand, with an expanded
 collection of children's branded footwear.
     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 including Stride Rite(R),
 Saucony(R) Kids, Sperry Top-Sider(R) Kids, Tommy Hilfiger(R) Kids, Born(R)
 Kids and Keds(R) Kids, special Airwalk(R) signature lines by Andy Mac and
 Anastasia Ashley, as well as several fashion brands.
     Meanwhile, as parents move to the back of the store, the environment
 transitions to a softer atmosphere just right for babies and toddlers. This
 section also features brands in the Stride Rite portfolio including
 Robeez(R). Dividing the two sections is the cash wrap and the Stride Rite
 custom 3D Fit Machine, a system that captures the full 3D shape of the feet
 by taking pictures with six cameras to obtain a 360 degree measurement of
 the child's foot.
     "Collections by Stride Rite recognizes the significant range of branded
 products we now carry in our stores for children zero to 10 years old,"
 said Pam Salkovitz, president of the Stride Rite Children's Group. "The new
 store format is tailored to the different shopping needs of parents with
 babies and toddlers from that of youth up to 10 years old. We have created
 a front of store area dedicated to youth and a shopping area tailored to
 baby shoe- shopping in the back of the store. We believe this offers a
 fabulous and convenient shopping experience tailored to the needs of
 growing families."
     Designed by the renowned architectural firm, Bergmeyer Associates Inc.
 of Boston, along with branding agency MDG Inc. of Holliston, this store's
 cool factor keeps pace with the newest footwear trends that stock its
 shelves. The new Collections by Stride Rite store feature 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 to ground the space.
     The Collections by Stride Rite store, located at 1542 3rd Ave at 87th
 Street, is just steps away from the subway (4, 5, 6 train to 86th) in New
 York's always-fashionable Upper East Side. Hours are Monday- Saturday 10-8;
 Sunday 11-7. The store opens its doors today.
     About The Stride Rite Children's Group, Inc. and Collective Brands,
     The Stride Rite Children's Group, part of the Stride Rite unit of
 Collective Brands, Inc., markets the leading brand of premium children's
 footwear in the United States under such brands as Stride Rite, Saucony
 Kids, Born Kids and Sperry Top-Sider Kids, among others. For over 85 years,
 the company has designed and engineered footwear specifically to meet the
 needs of growing children. Stride Rite's mission is to encourage kids and
 support parents by developing and marketing products that help children
 embrace life's possibilities and adventures with confidence. The brand
 motto is "Life's Waiting. Let's Go."
     Collective Brands, Inc. (NYSE:   PSS) is a leader in bringing compelling
 lifestyle, fashion and performance brands for footwear and related
 accessories to consumers worldwide. The company operates three strategic
 units covering a powerful brand portfolio, as well as multiple price points
 and selling channels including retail, wholesale, ecommerce and licensing.
 Collective Brands, Inc. includes Payless ShoeSource, focused on
 democratizing fashion and design in footwear and accessories through its
 more than 4,500-store retail chain, with its brands American Eagle(TM),
 Airwalk(R), Dexter(R), Champion(R) and designer collections Abaete for
 Payless(TM), Lela Rose for Payless(TM) and alice + olivia for Payless(TM),
 among others; Stride Rite, focused on lifestyle and athletic branded
 footwear and high-quality children's footwear sold primarily through
 wholesaling, with its brands including Stride Rite(R), Keds(R), Sperry
 Top-Sider(R), Robeez(R), and Saucony(R), among others; and Collective
 Licensing International, the brand development, management and global
 licensing unit, with such youth lifestyle brands as Airwalk(R), Vision
 Street Wear(R), Lamar(R), Sims(R), LTD(R), genetic(R), Dukes(TM), Rage(R),
 Ultra-Wheels(R), and Skate Attack(R). Information about, and links for
 shopping on, each of the Collective Brand's units can be found at

SOURCE Stride Rite Children's Group