What is Rack Room Shoes?

The Foundation: A Century-Long Journey

The story begins in 1922 Salisbury, North Carolina, when founder Phil Levinson opened the “Phil’s Shoe” store. This humble beginning marked the foundation of what would become a footwear empire. The pivotal transition came when Levinson’s son-in-law, Mort Lerner, took over operations. A visionary in retail merchandising, Lerner rebranded the stores as “Rack Room Shoes” in the 1960s – a name that reflected the open, accessible shopping environment he created.
The next transformative chapter came in 1984, when the privately held German retail giant Deichmann Group acquired Rack Room Shoes. This acquisition brought European retail expertise and global sourcing capabilities while maintaining the company’s American identity. The Deichmann connection provided Rack Room Shoes with unprecedented buying power and supply chain advantages, allowing them to offer competitive pricing that’s been central to their value proposition.
In 2002, Rack Room Shoes significantly expanded its market presence by acquiring Off Broadway Shoe Warehouse, creating a dual-brand strategy that allowed it to serve different market segments. The companies operated separately until 2021, when they merged operations to create a unified loyalty program, e-commerce platform, and reciprocal return policy, greatly enhancing customer convenience.

Retail Presence and Store Experience

Walking into a Rack Room Shoes store today, customers experience an open concept design with visible and accessible inventory that makes selection efficient. The stores are strategically organized to serve busy families who need to find shoes for multiple family members in a single trip.
In 2016, the company launched “The Athletic Shop” – a shop-within-a-shop concept that elevated their athletic footwear presentation. This strategic move recognized the growing demand for performance and athleisure footwear. According to Brian Burnett, SVP and General Merchandise Manager, “If someone is looking for a performance running shoe and they don’t feel comfortable going to a sporting goods or athletic specialty, we are their destination”.
Looking toward the future, Rack Room Shoes is embracing several key retail design trends for 2025, including sustainable materials (reclaimed wood, energy-efficient lighting), flexible layouts for seasonal reconfiguration, immersive brand experiences with digital elements, and minimalist aesthetics that reduce visual clutter.
For store-specific information, check our guides on Rack Room Shoes opening hours and Rack Room Shoes locations.

Product Portfolio: National Brands and Exclusive Labels

Rack Room Shoes has mastered the art of balancing recognizable national brands with profitable private labels. Their merchandise strategy focuses on three core categories: athletic, comfort, and dress footwear for women, men, and children.

National Brand Partnerships

The retailer maintains strong relationships with leading footwear brands, including Nike, Adidas, Skechers, and New Balance. Brian Burnett, SVP and GMM, emphasizes that “brand management is still important” and that “relationships are super important” – a philosophy rooted in their 100-year culture. During recent supply chain challenges, this relationship-focused approach proved invaluable in navigating disruptions.

Private Label Collections

Complementing national brands are Rack Room Shoes’ exclusive private labels, which have become significant profit drivers:

• Bjorndal – Quality craftsmanship in men’s footwear
• Bluefin – Performance-inspired comfort
• Cupcake Couture – Fashion-forward styles for girls
• Xappeal – Trend-driven women’s fashion
• Limelight – Statement-making women’s styles
• Restoration – Heritage-inspired men’s footwear
• Lauren Blakwell – Sophisticated women’s designs
• Pesaro – European-inspired men’s shoes
• West Harris – Rugged outdoor footwear
• Michael by Michael Shannon – Elevated classic silhouettes

According to company leadership, these private labels focus exclusively on non-athletic categories and help fill specific price point and style gaps in their merchandise mix. The backing of parent company Deichmann Group provides significant sourcing advantages, as Deichmann sold 183 million pairs of shoes worldwide in 2021, making them one of the world’s largest footwear producers.

Community Commitment: Rack Room Shoes Gives

Beyond footwear, Rack Room Shoes has built its reputation through meaningful community engagement. Their flagship philanthropic program, Rack Room Shoes Gives, supports charitable organizations and community initiatives nationwide.

Teacher of the Year Program

One of their most impactful initiatives is the annual Teacher of the Year contest. In 2025, the program received over 300 nominations nationwide. Five winning teachers each received a $10,000 technology grant for their school and a $500 Rack Room Shoes gift card.
The 2025 honorees included:

• Gladis Hinojos (Riverside Elementary, El Paso, TX)
• Beverly Keane (West Millbrook Magnet Middle, Raleigh, NC)
• Lauren Pedersen (Providence Spring Elementary, Charlotte, NC)
• Danicia Randolph (Ridge Road Middle, Charlotte, NC)
• Adrienne Ruckser (Lead Mine Elementary, Raleigh, NC)

Brenda Christmon, senior director of brand communications, explained: “We are thrilled to honor these inspiring teachers for the meaningful differences they’ve made in the lives of their students. Their passion and commitment to education inspire us all”.

Educational Support

The company further supports education through the Dr. Heinz-Horst Deichmann Scholarship, which in 2025 awarded four associates $2,000 each toward their academic goals. This commitment to employee development reflects their investment in workforce growth.

Digital Transformation and Technology Leadership

Recognizing the shift toward omnichannel retailing, Rack Room Shoes has made significant investments in digital transformation. After initially developing separate e-commerce platforms for Rack Room Shoes and Off Broadway Shoe Warehouse, they migrated to a hybrid cloud environment running SAP on Google Cloud Platform to improve functionality and usability.
Their partnership with Dynatrace revolutionized their digital operations. Kevin McNall, Director of Digital Projects and Practices, noted: “Dynatrace completely transformed the way we work and do business.” The implementation yielded impressive results:

• 25% increase in conversions through optimized user journeys
• 30% more time for innovation teams due to efficiency gains
• Reduced false positives in performance monitoring

McNall emphasized: “In today’s retail landscape, it’s imperative to turn website visitors into loyal customers. Dynatrace helps us to quickly understand precisely what we need to do to create a great customer experience that increases our conversions”.

In-Store Technology Innovation

Rack Room Shoes has similarly transformed store operations through technology. By implementing Zebra Technologies’ Workcloud Task Management software and mobile computing solutions, they achieved a remarkable 95% task completion rate, up significantly despite a fourfold increase in task volume since 2018.
Brian Minnix, CIO of Rack Room Shoes, explained: “Zebra’s software and mobile computers have empowered our store associates to perform at a higher level, allowing them to concentrate on what is most important, elevating customer service.” This technological edge addresses a critical retail challenge – Zebra’s Global Shopper Study found that 70% of shoppers struggle to find associates in stores.

Merchandising Strategy: Three Pillars of Success

Rack Room Shoes has developed a sophisticated merchandising approach that balances multiple priorities in a competitive retail landscape. Brian Burnett, SVP and General Merchandise Manager, outlined three vital tactics driving their strategy:

1. Strategic Brand Partnerships

Despite brands shifting toward direct-to-consumer models, Rack Room Shoes maintains strong wholesale relationships through constant communication and mutual understanding. During supply chain disruptions, this open dialogue proved essential for navigating uncertainties. Lisa Kim, Dr. Martens’ VP of wholesale, noted: “Brian and his leadership teams are so passionate about leading their consumer targets… Their teams are not shy about pushing brands to ensure we mutually keep ahead.

2. Private Label Discipline

The company has refined its private label approach, reducing from 12 to 10 core brands while creating stronger consumer definitions for each. Burnett explained: “We’re creating more definitions by saying, ‘These are the consumers for these brands,’ versus just using them as labels.” These exclusive brands focus exclusively on non-athletic categories and fill specific price point or styling gaps.

3. Talent Development

Recognizing the “graying out” of their highly experienced workforce, Rack Room Shoes has invested in cultivating the next generation of leaders. Recent promotions include Melanie Ortlieb (Senior Director of Planning and Allocation), Nichole Duck (Senior Buyer for Women’s), Laryssa Grant (Senior Buyer for Women’s Athletic), and Chris Otto (Senior Buyer of Men’s Athletic). President and CEO Mark Lardie emphasized their commitment to diversity and growth opportunities within the organization.

Customer Experience: Reviews and Feedback

With over 500 locations serving millions of customers annually, Rack Room Shoes receives mixed feedback that reflects both strengths and opportunities:

Positive Experiences

Satisfied customers frequently mention:

• Wide selection of family footwear in one location
• Competitive pricing and frequent promotions (BOGO deals)
• Convenient store layouts that simplify shopping
• Seamless returns between Rack Room and Off Broadway locations

One Texas customer shared: “I was terrified to order online after reading reviews… Their standard shipping only took 2 days. I got my order within 48 hours after ordering, and everything was correct. I will order from them again”.

Areas for Improvement

Common customer concerns include:

• Inconsistent in-store service experiences
• Shipping costs for online returns
• Complexities with exchange policies during promotions
• Limited cancellation options for online orders

A California customer expressed frustration: “When trying to return shoes that didn’t fit, they would only refund the purchase price minus 50% of the second pair… resulting in a loss of $31”. The company appears to be addressing these concerns through technology investments and policy refinements.
Overall, Rack Room Shoes maintains a 4.4 out of 5-star rating across review platforms, with particular strength in brand popularity and e-commerce features.

Why Rack Room Shoes Endures: A Retail Legacy

As Rack Room Shoes enters its second century, its endurance stems from several strategic advantages:

Global Backing with Local Focus

As part of the Deichmann Group – Europe’s largest footwear retailer – Rack Room benefits from massive global sourcing power while maintaining its American identity. This balance allows competitive pricing without sacrificing local market relevance.

Dual-Brand Strategy

The operation of both Rack Room Shoes and Off Broadway Shoe Warehouse creates complementary market coverage. The 2021 operational merger enhanced this advantage through unified loyalty programs and reciprocal return policies.

Balanced Merchandising

By strategically blending national brands with private labels, Rack Room Shoes maintains consumer appeal while preserving healthy margins. Their disciplined approach to private label development ensures each brand serves a distinct consumer need.

Community Connection

Through initiatives like Teacher of the Year and Rack Room Shoes Gives, the company builds authentic relationships beyond transactions. This community focus creates emotional connections that transcend price considerations.

Technology Integration

From Dynatrace’s AI-powered e-commerce optimization to Zebra’s task management systems, Rack Room Shoes leverages technology to enhance both operational efficiency and customer experience, a critical advantage in modern retail.
As Brian Minnix explained about their technological transformation: “Despite a fourfold increase in task volume since 2018, our efficiency has soared”. This continuous improvement mindset positions Rack Room Shoes for ongoing success in an evolving retail landscape.

Frequently Asked Questions

Who owns Rack Room Shoes?

Rack Room Shoes has been owned by the German-based Deichmann Group – Europe’s largest footwear retailer – since 1984.

What is the difference between Rack Room Shoes and Off Broadway Shoe Warehouse?

While both are owned by the same parent company, Off Broadway traditionally positioned itself as more of a value-oriented warehouse format. Since 2021, the brands have merged operations, allowing shared loyalty programs and reciprocal returns.

Does Rack Room Shoes offer military discounts?

Yes, Rack Room Shoes provides a 10% military discount for active duty service members, veterans, and their immediate families at most locations with valid ID.

How does the Rack Room Shoes rewards program work?

Customers earn 1 point for every $1 spent. After accumulating 100 points, they receive a $10 reward certificate. Rewards can be redeemed at both Rack Room Shoes and Off Broadway locations.

Where are Rack Room Shoes’ headquarters?

The company is headquartered in Charlotte, North Carolina, where they maintains their corporate offices and central operations.

Experience the Legacy Yourself

From its humble 1922 beginnings as a single store in Salisbury, North Carolina, Rack Room Shoes has grown into a national footwear institution through strategic adaptation and unwavering commitment to family footwear needs. Their story reflects the evolution of American retail itself – from small-town commerce to omnichannel retailing, all while maintaining core values of quality, value, and community.
As they enter their second century, Rack Room Shoes continues to innovate while honoring their heritage. Through advanced technology initiatives like AI-powered e-commerce optimization and in-store task management systems, they’re building a future-ready operation. Yet they remain grounded in community values through programs like Teacher of the Year that invest in education nationwide.
Whether you’re seeking performance athletic shoes, comfortable work footwear, or children’s school shoes, this American retail legacy brand offers a compelling combination of selection, value, and convenience. Visit one of their 500+ locations across 36 states or explore their offerings online to experience a century of footwear excellence.
For specific store information, check our detailed guides on Rack Room Shoes opening hours and Rack Room Shoes locations.