Stiletto sensation sinks its toes into Fred Segal

SYDNEY: Footwear retailer Peep Toe Shoes is on the expansion trail – but much like its name, its approach will be more of a peep than a scream.

The company has opened its third domestic retail site and clinched its first international client in US department store Fred Segal.

Sydney-based designer Nikki Hager launched the brand three years ago, selling women’s shoes from her garage before setting up headquarters in Alexandria.

Hager currently supplies to more than 150 independent retail clients in Australia and operates stores in Paddington (35sqm), Castle Hill (30sqm) and the recently opened Westfield Bondi Junction site (74sqm).

“We plan on launching one store every year because our idea has always been never grow too big, too fast,” she said. “Right now, we’re looking at growing our American component by [establishing] a customer base in Los Angeles first and testing the market that way.”

Peep Toes Shoes will launch 12 key styles through Fred Segal from October and has signed on an additional 10 independent boutiques across Los Angeles.

Hager said the brand expected further wholesale growth when it showcases its collection at Las Vegas trade show Project next month. Peep Toe produces an average of 30 pieces per collection and specialises in trend-driven, high-heeled stilettos. 

“Our Fred Segal account came about when a buyer walked past our showroom, saw our shoes and walked right in so we’re pretty confident about the show,” Hager said. “We’re really about getting that quality, designer look shoe for around $249 a pair.”

Peep Toe Shoes has also secured coverage in US consumer titles Cosmopolitan and Marie Claire, with the former running an online promotion aimed at driving traffic to the brand’s e-boutique. On the domestic front, the brand averages around three product placements in magazines per week.

“Our online store has come leaps and bounds since we opened it a year into our business and a lot of that has to do with our growing profile,” Hager said. “We’ve grown four fold here in Australia and now we’re hoping to attract some international customers.”

The brand’s website was relaunched earlier this year with a currency converter, interactive content and added views of featured products. Hager said growth at the company – which employs four fulltime staff at the start of 2008 and now has 15 head office and 25 retail employees in total – meant it would relocate to new headquarters in Alexandria in November.

“When we first moved into Alexandria one-and-a-half years ago, we had one warehouse and we outgrew that in six months. We now have two warehouse offices and we’re about to outgrow that too.” 

Hager said she had no plans to expand the brand through national department stores.