Foot Petals to Launch Shoe Line

Foot Petals is making a break for it.
The Long Beach, Calif.-based brand, headed by president and founder Tina Aldatz, is expanding on its offering of footwear cushions and sprays with a soft launch of special-occasion and bridal shoes for holiday ’10.
“It’s a natural progression for us,” said Aldatz, whose footwear accessories are stocked at about 5,000 stores and 100 online retailers, including Nordstrom, Dillard’s, Neiman Marcus and Zappos.com. “But [we’re] really doing this because there’s been a demand. Every day I get e-mails from our die-hard customers asking when we’ll do shoes.”
Aldatz, who launched her company in 2001, has signed a licensing deal with New York-based Deer Stags to produce the Foot Petals footwear line, which will debut with 15 styles and spin out into a broader collection for spring ’11. Aldatz and Alison Muskat, Deer Stag’s creative director and former head designer of the now-defunct Oh Deer brand, are working together on the fashionable women’s line, which also features Foot Petals comfort technology.
“We’ve been approached by several companies, but the thing I love about Deer Stags is that it’s family-run,” Aldatz said. “It had to be the right strategic partnership, and working with the Muskats is a great fit.”
Inspired by vintage 1940s looks, pin-up girls and flamenco dancers, the Foot Petals collection will include flats and heels in its inaugural season and expand into boots next fall. “We wanted to do something that’s classy, beautiful and has a little spice to it,” Aldatz said.
The line, which is expected to debut on HSN in November 2010 and hit stores shortly after, is set to retail for $79 to $129 and is being targeted to retailers already carrying the Foot Petals accessory collection.

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