Home Alone
As work from home becomes permanent for some, slipper sales are surging.
In the COVID-19 era, slippers sales are surging, Here’s what’s selling and why.
While some American workers have returned to the office as coronavirus restrictions have lifted, others are making “work from home” more permanent. And that’s good news for the slipper business. According to NPD’s Retail Tracking Service, slipper sales more than doubled vs. last year in both April and May, usually the market’s off-season. Consumers splurged on pricey options for at-home comfort, which led Ugg to be one of only four top 25 brands to grow during the two months combined, according to Beth Goldstein, industry analyst of fashion footwear and accessories for The NPD Group. “I’ve long felt there’s opportunity for a more yearround slipper business, and we’re now potentially seeing that come to fruition,” she said. “This has been driven by circumstances we couldn’t have predicted.
And brands are optimistic that the uptick in sales will be a longterm positive. “I think it’s the next normal,” said Jerry Breig, COO of Lamo. He noted the company is currently experiencing sales numbers that are more typical of late Q3 or Q4 — the prime selling season for slippers. “Business has picked up dramatically in what’s normally a slow period for us.”
While at-home living has prompted many consumers to add slippers to their wardrobes, support from celebrities has helped move the category even further, too. “The wild frenzy on social media from TikTok stars to Jessica Alba locked inside their homes wearing our comfy slippers has opened the door to many new [retailer] inquiries,” said Keith Barnett, president of North America for Emu Australia. “Stores that have never carried slippers before are now diving headfirst into the trend.”
While most brick-and-mortar stores were closed during the spring, shoppers learned to turn to e-commerce for their product needs, and slippers have been no exception. “Slippers have evaporated on our direct-to-consumer platform and with our retail partners,” Barnett added. “We witnessed our partners shift merchandising strategies, marketing our slippers on their web home pages and social media — in many cases, selling out to the pair.”
Also doing unprecedented business has been self-serve chain Shoe Station. According to CEO Brent Barkin, while slippers had been an already-solid category for the retailer prior to COVID-19, sales have skyrocketed.
“It’s become a year-round category for us, but we did better this year than in the past,” he said. “People are buying out of necessity and not fashion. Slippers are an extension of that. The explosion has been [predominantly] on the women’s side, with thong styles, classic clogs and moccasins selling well.”
At Minnetonka Moccasin, online sales have also been brisk. CEO David Miller noted increases ranging from 25% to 250%, depending on the e-tailer account. “We see no let-up in the momentum, and it is certainly linked to working from home. When COVID-19 is over, we believe that not everyone will return to traditional offices. All this time spent at home has resulted in many new first-time slipper purchasers, which will only help strengthen the overall category.”
What’s also helped turn slippers into a must-have item is the diverse range of product, evidenced by multiple-pair purchases, said Lamo’s Breig. “Our average [e-commerce] order before COVID-19 was 1 to 1.1 pairs, and now we’re approaching 1.6 to 1.9 pairs per order. People are ordering two or more pairs per shipment,” he explained.
It’s not just the more typical lower-priced items that are generating sales — luxury looks are also performing, as well as slippers made for indoor-outdoor.
Kiera Ryan, U.S. manager for Glerups, a high-end line of wool styles from Denmark, said sales have increased for the collection, which retails from $76 to $155.
“It’s about purchasing quality,” she said. “We strive to help the environment and not use toxic chemicals. We also believe in sharing the cake. The price might seem a bit high, but you’re buying wool that’s traceable from a farmer. It’s giving the production team a livable wage.”
Also reporting strong demand is Austrian brand Giesswein. “We’re selling more and more shoe-like styles that offer support,” said Matt
Tracy, president of Giesswein USA. “Our most expensive items are the best selling and feature arch support. So it’s not just a slipper you wear around the fire. It’s a shoe for all day at home.”
At outdoor retailer Kittery Trading Post, multipurpose styles are topping shoppers’ lists, according to buyer Tabatha Bendezu. “[These] looks are definitely key,” she noted.
For Dearfoams, however, the coronavirus simply fueled a trend that had already started. “We saw the momentum even before COVID-19,” explained Bob Mullaney, president and CEO of parent company RG Barry. “Look at how much money is being spent, from sleepwear to home [goods]. We think slippers play into people taking care of themselves and restoring.”
“Stores that have never carried slippers before are now diving headfirst into the trend.”
— KEITH BARNETT, PRESIDENT OF NORTH AMERICA, EMU AUSTRALIA