Long-Standing Hamilton East Shoe Shop Transitions Ownership

The iconic Collins Footwear in Hamilton East is set to change ownership after 43 years of operation. The store, known for its distinctive orange boot perched atop its shopfront, will pass into the hands of The Comfort Co. in November 2023, marking the end of an era for the Collins family, who have built a legacy serving generations of customers.

A Community Fixture

Located on Grey Street, Collins Footwear has been a staple in the Waikato region since its founding in 1982 by Grant and Ann Collins. The suggestion to add the giant orange boot came from a friend, who noted the need for a distinctive sign to help shoppers identify the store. “He said, I drive along there every day, and I can never pick which one is yours,” Grant Collins recalled. The boot was installed in 1993 and has since become a recognizable landmark in Hamilton.

Reflecting on the store’s early days, Grant Collins noted that the retail landscape was vastly different in the 1980s. “Back in those days it was a very lucrative business… all domestically manufactured, and access to product was not really a problem.” The Collins family acquired an established business that had been operating at the same site for at least 67 years before relocating to their current location just a short distance away.

Focus on Comfort and Service

Collins Footwear was founded with a clear mission: to provide stylish, comfortable footwear for women aged over 45. “The fashion ends are catered for very well, the cheap ends are catered for very well, but there’s nothing in that middle to upper area that is done extremely well,” Grant Collins stated. This approach helped cultivate a loyal customer base that has remained steady even as retail dynamics evolved.

The store prides itself on offering brands that prioritize comfort and style while accommodating various foot shapes. Their commitment to “good old-fashioned service before and after the sale” has played a significant role in maintaining customer loyalty.

Interestingly, Collins Footwear has opted not to engage in online sales, a decision based on their understanding of their customer demographics. “Our customer base are not really online shoppers,” Grant explained. “They’re the older generation, whereas most probably those under the age of 40 are more so inclined to buy online.” Despite the challenges posed by e-commerce, the store has continued to thrive, with many customers returning after decades.

As the Collins family prepares to transition ownership, they assure customers that the familiar faces and the iconic orange boot will remain. “It’s time for us to move on, and our customers know that too,” said Grant Collins, who plans to spend more time with family and travel.

The Comfort Co. aims to preserve the essence of Collins Footwear while continuing to serve the community. The transition represents both a change for the Collins family and an opportunity for new owners to continue a legacy of quality service and customer care in Hamilton East.