If you walk into Anderson’s Shoes in Newberry and sit down for a fitting, there’s a good chance that your mother or even your grandmother did the same thing, years ago. In January, Anderson’s Shoes will celebrate 102 years, making it the oldest shoe store in South Carolina. “We’ve probably fit about six generations now,” said Ed Anderson, the owner.
Anderson’s is a special place, like all true community businesses are. And yet, there’s something a little extra special about Anderson’s. Shoes have changed significantly over the last 102 years, but Anderson’s commitment to quality footwear and unmatched customer service has never wavered. It’s why their customer loyalty stretches across decades, why customers who live far from Newberry save their shoe shopping for a trip to Anderson’s.
Ed Anderson, who represents the third generation of Andersons to own and operate the family shoe store, calls it a legacy. “We’re always focused on fit and customer service,” he explained. “In fact, we’re kind of a dinosaur these days because we still fit and we still measure.” If a lifetime commitment to quality and customers is their secret, well, it’s worked. Anderson’s Shoes is a beloved fixture in the Midlands, attracting shoppers from all over.
“We can tailor our brands to what we predict our customers will want,” Ed explained. “We’re not like a major department store, where purchasing decisions are made elsewhere.” Instead, Ed focuses on meeting the wants and needs of his customer base while keeping them on trend. In his purchasing decisions, Ed tries to stay just a little ahead of their customers, to expose them to the styles they might be seeing next year. He is constantly rearranging the merchandise mix, making sure Anderson’s stays stocked with fresh styles. “We may be old, but we’re always new!” he joked.
Ed’s career in the shoe industry started early. On an Easter Saturday— the busiest shopping day in the shoe and handbag business — Ed’s father turned in desperation to his nine-year-old son after two employees called in sick. Young Ed pocketed the afternoon’s earnings in his bicycle savings fund (a Schwinn Black Phantom, to be exact), and started working in the store from that day forward. Eventually after graduation, Ed left Newberry and went on to work for major shoe manufacturers and department stores, gaining extensive retail and purchasing experience.
At last, the desire for a small town way of life proved strong enough for Ed and his family to move back to Newberry, where Ed picked up the Anderson Shoe’s tradition. Since then, Ed and his wife, Mary, have watched the business continue to flourish, just as it always has over the years. “We’ve made a real niche for ourselves because we are one of the only stores in the Midlands to carry a diverse selection of women’s narrow width shoes,” Ed said. Part of their success stems from that ability to narrow in on specific customer needs, and in focusing, offer the customer more options in many cases than a major retailer could.
However, the biggest reason for Anderson’s hundred-year success has nothing to do with shoes or style — it’s service. “Customers like a personal, hands-on experience. They like to know we really care about them,” Ed said. And for that same reason, the Andersons decided to move their business banking to First Community Bank in 2007. “They are very good people to do business with,” Ed added. “And I mean good with a capital G.”
What advice does Ed have for other small businesses in the Midlands?
- If you’re starting a new business, do your research. Make sure you have extensive knowledge of the industry and its requirements, and then have a plan to address them and be adequately capitalized.
- Know your product. Get very familiar with product you’re selling, so you can become a resource for your customer.
- Don’t forget the basics: Be polite. Be helpful. Be nice. It’s what keeps people coming back.