NAOT Under New Leadership

NEW YORK, Aug. 5, 2014 /PRNewswire/ -- Steve Lax, Yaleet President and now owner of comfort shoe brand NAOT, decided to take on a great challenge. As the owner of Yaleet, NAOT's distributor in the United States, his license agreement would have been up for renewal and Lax could have ended his long and successful career. Instead of leaving the company high and dry, which for NAOT would have likely meant the shift in manufacturing from Israel to China and the loss of about 700 factory jobs, Steve Lax and wife Susan decided to make a major investment and buy NAOT. 

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Combining the highest quality materials with the latest technology and fashion elements, NAOT makes footwear for an unprecedented walking experience. The collection offers both men and women a variety of styles that all share a common thread: fashionable comfort. Natural cork insoles provide shock absorption for the spine, carefully structured uppers allow for unrestrained movement, and flexible soles are lightweight for a carefree stride—all without taking away from the elegant style of the shoes. Sharing this comfort with those who need it most, NAOT generously donates thousands of pairs of shoes each week to battered women and homeless shelters throughout the United States.

The recent NAOT acquisition includes 2 factories in Northern Israel and 60 retailer outlets. Yaleet president Steve Lax could have finished his contract and walked away, but instead he has shown his commitment to the integrity of the NAOT brand while protecting the many factory jobs where Israelis and Palestinians work side by side each day. For over forty years, NAOT has employed Palestinians at full Israeli wages and they will continue to do so despite the war or political situation. NAOT is one of the largest suppliers of economic opportunities for several communities on the West Bank. "We believe that every sandal is a sandal of peace, as each one is handmade by the joint effort of Israelis and Palestinians," states Lax.

The appreciation Lax has for everyone that helped him achieve his success played a large role in his decision. "While Susan and I have done very well in our lives," says Lax, "this is something I've worked at building for 25 years. I just didn't want to see it all go away." Lax believes that the Israeli characteristics of NAOT are what make the brand stand out in the marketplace. "Our shoes have soul to them. It's very unique compared to what's out there in terms of quality, comfort and design." For Lax, he is now running what he sees as a big family and has no plans to take it public or sell it. He loves what he's doing, and is very hopeful for the future of the company. 

About NAOT:
Over the past fifty years, NAOT has gone from a small shoe factory that made simple work shoes and sandals to an international business and Israel's leading manufacturer and exporter of shoes. Each NAOT shoe is handmade with the finest and highest quality raw materials combined with superior standards of advanced design. NAOT footwear comes in a magnificent array of eye-catching styles and colors to satisfy every taste. NAOT's uniquely engineered insoles are a blend of natural cork and latex that are designed to replicate the shape of the foot, just like the footprint we leave when walking through the sand. NAOT offers an extensive collection of comfortable and fashionable footwear. www.naot.com.  

About Yaleet:
Headquartered in Melville, NY, Yaleet Corporation is a footwear distributor with a pledge to provide people with healthful and fashionable footwear and ensure quality customer service. Yaleet is also committed to helping people in crisis or in need. Since 1991, Yaleet Inc. has been donating shoes through their retailers to benefit women's shelters, hurricane victims, homeless shelters, and drug rehabilitation facilities. Constantly growing and adapting, Yaleet understands the needs of others as they deal with the most important mindset of all: human comfort.

Jenna Praeger
310-734-7834
[email protected]

SOURCE NAOT