What does it take to turn a local shoe store into a thriving, multigenerational retail brand?
For Morgan and Everett Kunitz, the answer lies in thoughtful growth, staying rooted in community, and never being afraid to evolve.
In the latest episode of The Footwear Retailer Podcast, host Pete Mohr sits down with the sibling duo behind Kunitz Shoes—one of Alberta’s most respected independent footwear retailers. Together, they unpack the 40+ year journey of the Kunitz family business, starting from its early days as a children’s shoe store (Cobbler King) to becoming a high-volume retail brand with a strong private label and an e-commerce site that’s become their “third store.”
Whether you’re in retail, running a family business, or building your own brand, this is an episode—and a story—you won’t want to miss.
Succession Without Compromise
Taking over a family business is rarely simple, and for Morgan and Everett, succession meant years of planning—not just paperwork. From navigating Alberta’s provincial laws to making sure their parents could retire securely, their transition was built on strategy, transparency, and zero unnecessary debt.
Their biggest lesson?
“Succession planning doesn’t end with signing papers. It starts there.”
Store Closures, Moves, and the Myth of “More is Better”
At one point, Kunitz Shoes had three retail locations. Today, they operate two—and they’re thriving. Why? Because instead of chasing expansion for expansion’s sake, Morgan and Everett made hard calls. They closed what wasn’t working, reinvested in what was, and doubled down on customer experience and team culture.
Their advice: treat every new location like a startup, not a duplicate.
The Third Store Is a Website
When COVID hit, Kunitz Shoes’ webstore exploded—from supporting just a trickle of orders to handling nearly 40% of total sales. But this didn’t happen overnight. Years of back-end work, SKU management, and direct marketing made the difference.
Everett explains:
“Most customers walking into our stores already know what they want—because they’ve been to the site first.”
Your website doesn’t just support online sales—it powers everything.
Building a Private Label Without Burning Out
Importing footwear from Italy, Turkey, and Portugal wasn’t just a passion project—it became a strategic move. Kunitz Shoes developed their own private label, working directly with factories to create styles that spoke directly to their Edmonton customers.
But it wasn’t easy. They learned hard lessons about cash flow, vendor relationships, and timing (like why it’s better to shelve a late shipment than force a spring style in July).
“Importing is a cash game,” says Morgan. “You need to manage inventory before it even hits your shelves.”
Creativity Is a Competitive Advantage
What makes Kunitz Shoes stand out isn’t just the shoes—it’s the soul behind them. From collaborating with Indigenous and local artists to hosting photo shoots at breweries and cafes, Morgan and Everett bring creativity to every part of the customer experience.
They’ve turned store walls into gallery space. Featured customer art. Even commissioned hand-painted shoe collections.
The takeaway?
Your store is a stage. What story are you telling?
A Playbook for Independent Retailers
This episode is packed with practical lessons for anyone growing a brand:
✅ Succession takes more than a signature
✅ Don’t expand unless your inventory and team are ready
✅ A functioning website is non-negotiable
✅ Private labels require patience and margin planning
✅ Community collaboration builds loyalty
✅ Sometimes the smartest growth strategy… is saying no
Listen Now
🎧 Episode Title: From Local Store to Retail Powerhouse
🎙️ Host: Pete Mohr
👟 Guests: Morgan & Everett Kunitz
📍 Based in: Edmonton, Alberta
🛍️ Website: https://kunitzshoes.ca
📸 Instagram: @kunitzshoes
📩 Email: info@kunitzshoes.ca
If you’re an independent retailer, family business owner, or dream of creating your own product line—this story is for you.
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