Payless to Bow Toning Line

Payless ShoeSource is tapping into the fitness craze with a new collection of women’s toning shoes under the

Champion Fitness banner.

The line, which began testing in select locations in December, is rolling out now to stores and to the company’s Website. By summer, the $25-to-$40, three-style collection will be in nearly all of Payless’ 4,500 locations.

“We’ve gotten some really good feedback. The customers are loving it,” CEO LuAnn Via told Footwear News. “It’s doing extremely well.”

Via added that the company would begin testing men’s toning product in May.

In other news, the company announced a multiyear partnership with Maesa Group to create a collection of beauty and body care products, which will be sold exclusively in 1,500 Payless stores this fall under the Zoe & Zac and Unforgettable Moments brand names.

Eventually, the lines will be rolled out to all locations, though no timeframe has been set.

“Our customers have responded pretty positively to our other accessories, and we feel they’ll do the same for our beauty products,” said Via.