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by Kristopher Kay ellie shoes For the Entertainer Inside Every Woman S een on the stems of some of the most glamorous women the world over, Ellie Shoes hardly needs an introduction. However, in 2008, the shoe company known for creating sexy and affordable footwear has lept from center stage into the collective mainstream with a chorus line of creations presented just in time for the holiday season. “The name Ellie has gone from being a beloved leader in the sexy shoe industry to becoming a trendsetter within the wholesale manufacturing world,” explains Bridget Silvestri, Public Relations Director for Ellie Shoes. “From stilettos worn by entertainers on stage, to Halloween specific footwear, to today’s Penthouse by Ellie — an upscale line featuring styles geared for a new emerging force in fashion — we cover every avenue when it comes to fashionable footwear.” Another transition for the company began earlier this year when Ellie teamed up with Leg Avenue to diversify the popular manufacturer’s brand beyond intimate apparel. The easily remembered label, Leg Avenue Shoes by Ellie, proved to be mutually beneficial for the Halloween shopping season especially, as Ellie’s reputation of expert craftsmanship was realized by their new partner and recognized by retailers worldwide. “It made sense [for Ellie] to pair up with a costume manufacturer, because the customer is really wanting a complete look,” says Silvestri. “By providing the footwear shown on the [costume] packages and catalogs, we’re helping the 42/December 2008 retailer with [their store’s] upsales and making the customer have a satisfying buying experience.” With the inaugural collection hitting pay dirt, expect the 2009 Leg Avenue collection early in the new year. Ellie’s poetry in motion hasn’t been a simple midnight stroll. It has taken the Southern California company and its owner, Ellen Renger, eight years to stand atop the intimate shoe market. But this year, even more eyes began to stare down at their shoes. In her memoir, “Candy Girl,” author and Oscar-winning screenwriter Diablo Cody gave the company a shoutout, saying, “I swear, Ellie’s have better support than Easy Spirits!” Then, Ellie’s 457-Claudia style graced the heels of UFC hostess Rachelle Leah on the November ‘08 issue of Playboy. Finally, Ellie Shoes was honored as the 2008 Accessories Manufacturer of the Year at the 2nd Annual STOREROTICA Awards. As STOREROTICA was held in conjunction with the Gentlemen’s Club Owners EXPO, the award honored Ellie’s high regard in not only the erotic apparel industry, but in the exotic dance industry as well. “We will always cater to our dance customer; they are our ’sole’ — and, yeah, pun intended,” says Silvestri, through smiles. “They keep us thinking sexy, and we know they appreciate affordable shoes that are comfortable. It’s our quality that keeps our buyers coming back. Our customers tell us they prefer our product because, for the same price, they get better quality.” STOREROTICA.com A two-pronged path to new successes To hold their ground in the costume market, Ellie began attending Halloween themed conventions back in 2002. “Our general merchandise had an increase in sales from Halloween shows, so we continued attending,” Silvestri mentions. “Ellie has had many styles of merchandise to go with costumes in general, but no other [shoe company] was really doing sexy costume-specific shoes and boots.” Two years later, Ellie further tested the waters with a mass mailing to retailers of a foldout featuring 12 images of a model wearing specific manufacturers’ Halloween costumes. Each image showcased four different styles of Ellie shoes and boots to pair with the costume. It didn’t take long for the company to collect the accolades for their new endeavor and strut full force into the pumpkin patch. Ellie embarked on designs specifically tailored for the costume market; the next year (2005), Ellie released its maiden Halloween catalog. “To this day, Ellie continues to produce never before seen costume-specific designs,” says Silvestri. “We closely follow what new costumes are coming out each season and design footwear to pair with them. It’s a win-win for everyone involved. You know you’re headed in the right direction when other shoe manufacturers follow suit. It’s a compliment.” With the desire to start a more upscale collection and reach out to new retailers and customers, Renger’s company finalized a lucrative deal to license the Penthouse brand name. “The name was instantly recognizable to our existing customer base, and the intention was to do a new ’Ellie‘ line but bring it to another level,” Silvestri says. “What came about was a whole new collection with styles being inspired by other cultures.” Ellie’s lead designer, Jose J. Palos, explored those cultures to include every kitsch and couture alternatives of high fashion. Feeling a natural pull to lifestyles within the worlds of pin-up, vintage, burlesque, punk and Rockabilly, Palos’ new selections were unveiled under the Penthouse line. “These genres are now hot, hot, hot, and have a growing community of retailers eager for new merchandise,” says Silvestri. Verifying this trend, couture clothing manufacturers have been incorporating similar themes into their collections. The sexy extreme heels (five inches or higher) have been seen during New York Fashion Week, from the top designers in high fashion and on the pages of Vogue magazine. It seems clear that Ellie’s Penthouse line has hit its stride. “We want to get across how the high fashion trend is going more and more platform stiletto,” explains Silvestri. STOREROTICA.com Other opportunities, same attitude — feet first With their hands in multiple cookie jars, Ellie still sees more challenges in the weeks and months ahead. For 2009, Renger and company have put together a brand new collection that will debut under a cloak of secrecy. (All we could get from the otherwise generous and sunny Silvestri is that it’s “Top Secret” followed with a loving, “we’d have to kill you” clause.) “We’re excited because right now we feel the way we did when we took the risk of starting the costume collection, and then with the Penthouse line, which led us into other markets,” Silvestri says. “We can’t wait to introduce this new line and do what Ellie Shoes does best — what we’ve always done — bring sexy, affordable footwear to even more individuals.” E For more information on Ellie Shoes, please call (888) 771-8388 or visit www.ellieshoes. com. December 2008/43