Foot Locker Revamps Skate Business

Foot Locker Revamps Skate Business
Foot Locker is putting QR codes in stores to send shoppers online.

In a strategic move, Foot Locker Inc. is transitioning its skate business from its CCS banner to Eastbay.

Over the next several months, the CCS digital sites will continue to service skate consumers with an offering of footwear, apparel and accessories. However, going forward, these shoppers will be directed to Eastbay.com for such goods.

The move will allow New York-based Foot Locker to consolidate the purchasing, marketing and distribution of skate product from vendors including Nike, Adidas and Vans.

In a 2013 interview, Ken Hicks, chairman and CEO of Foot Locker, noted that going forward CCS’s online business would be the focus over brick-and-mortar. “We didn’t go after apparel the way we should,” said Hicks, “and we made the stores too small. You look at the other people in that space — Tilly’s and Zumiez — their stores were two to three times bigger. We had this little tiny store with a much more limited assortment versus these big stores. If you’re a kid, where are you going to go?”