Shoe Addicts: Meet the Shoes.com Store in Toronto

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When people ask me what I miss most about Toronto, I usually mention the shopping. During the time I lived in the city I was extremely spoiled when it came to my retail options. I never shopped online because if I needed something, I could literally step out of my door and find it. My office was located a stones throw away from stores like Zara, H&M and Holt Renfrew (Canada’s answer to Neiman Marcus or Saks.) If I wanted to browse Chanel and Prada on my lunch break, I could. Even when I started working from home, I could easily walk down to Queen St West or take a short subway ride to a bunch of different shopping areas.

While shopping in Victoria, BC isn’t terrible – we have a decent selection of vintage stores and indie boutiques – when it comes to name-brand items (like finding that sought after pair of Nikes that you’ve been jones-ing for), the selection often leaves a bit to be desired. Since moving back to the West Coast, I find that I do way more shopping online.

Since Zappos no longer ships to Canada and buying from the States can involve hefty duty fees and/or ridiculously pricey shipping, I do a lot of my shoe shopping via SHOEMe.ca – a Canadian online retailer based out of Vancouver. So, I was really excited to find out that that ShoeMe.ca had recently opened a brick and mortar Shoes.com store on Queen West (my old stomping grounds!) Since I wasn’t able to be there in person, their lovely PR manager gave me a tour of the new space via FaceTime.

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The 3000 square foot space, designed by Canadian architecture and interior design firm, Dialog, originally opened as a pop-up shop in November 2015 and has since become a permanent store.

It probably seems counterintuitive that a company would open a physical store after achieving online success (isn’t it supposed to be the other way around?!) but Shoeme.ca wanted to bring the digital experience to life for their customers.  By the sounds of it, they’ve done just that.

The front space of the Toronto store is named the ‘Home Room’ and reflects the products and messaging of the Homepage on SHOEme.ca. The mirrors in the Home Room create an optical illusion of an endless selection of shoes, just like the online experience.

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The middle of the store is called the ‘Dressing Room’. This space host 5-6 new brands every two months with the goal of allowing customers to discover the styles, stories and the people behind new brands, while rediscovering brands they know and love.

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However, my favourite part of the space has to be the ‘Editors Room’ which is located at the back of the store. Designed as a community space for workshops, speaker sessions and/or taking a break from shopping over a coffee with friends, the Editor Room also displays curated collections of local handmade products by well-known Toronto makers.

Coffee + Shoes = Swoon.

Behold this South Western themed curated vignette that makes my West Coast girl spidey-senses tingle.

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Also located at the back of the store are computer stations where you can access the Smart Shopper tool. Instead of browsing through 1000’s of shoes, Smart Shopper is an AI-powered shopping experience that uses visual intelligence technology to show right product, to the right consumer, at the right time. As you click on product images, Smart Shopper rapidly learns your unique style preferences. The tool identifies and draws connections between hundreds of shoe attributes, creating a deep understanding of the individual’s personal style preferences.

To fuel my shoe addiction and so I could test out the Smart Shopper tool for myself, the lovely team at Shoeme.ca sent me a gift certificate. A few minutes and clicks later, I was lead to the Steve Madden Nilunda sandals – a gorgeous pair of shoes that I didn’t even know I needed.

steve madden nilunda black

steve madden nilunda black

steve madden nilunda black

About a week later, my shoes arrived and I was able to wear them out for drinks with friends to celebrate my 36th birthday. Made of real suede, the leather is super soft and the heel is the perfect height. These are honestly some of the most comfortable heels I own.

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Overall, I really enjoyed my SHOEme.ca shopping experience (both virtually and online.) I try to always support Canadian retailers, so that my money stays in Canada. So, while I probably won’t be able to stop by the brick & mortar Shoes.com store anytime soon, it’s great to see companies pushing the envelope when it comes to creating new and better shopping experiences for Canadians.