For today’s installment of our local holiday shopping series, we met up with Athletic Shoe Factory owner Alanna Fleisch at the Forest Street store.
Here’s our exchange.
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On Running Cloud 5’s with elasticized laces, so they’re slip-on, for everyday wear and errands as well as running ($140). Paired with Feetures anatomically sewn, invisible compression socks ($17). At the Athletic Shoe Factory, 3 Forest St. Credit: Michael Dinan
New Canaanite: Please give us some background on the Athletic Shoe Factory and an overview of what you carry here.
Alanna Fleisch: We’re a family-owned and -operated business since the late-‘70s. We’re a sporting goods store, so we specialize in just about anything and everything we can fit in these walls. Obviously running shoes are our bread and butter. But we have a large array of socks, apparel and equipment for all the sports—soccer, lacrosse, football, baseball. You name it, we try and cover it.
That’ll keep you busy in a town like this.
Patagonia Fjord Flannel Shirt ($99). The store also carries Patagonia insulated flannel jackets, sweatshirts and sweatpants. At the Athletic Shoe Factory, 3 Forest St. Credit: Michael Dinan
Oh, absolutely. That’s the goal. Keep everybody outfitted for their athletic needs. We do a lot of athleisure, too. Many people are moving in that direction just for everyday comfort.
What are people looking for this holiday season?
I feel like everybody’s moving in the direction of comfort. Whether or not you are a runner, running sneakers often fit into everybody’s lifestyle. So they make a fantastic present, a lot of customers are coming in for those. And then we have a great selection of add-ons, in terms of different socks. And we do great with apparel like Patagonia and North Face, Nike, Under Armour—those are all very strong brands. We’re ready to outfit you for your outdoor needs, and everyday lifestyle needs.
Selection of New Canaan baseball and winter pom-pom hats ($40 average), at the Athletic Shoe Factory, 3 Forest St. Credit: Michael Dinan
This is a town whose Chamber of Commerce is very active. I know you guys are huge on the Sidewalk Sale. What’s it like being a business owner in New Canaan during the holiday season?
It’s fun. It’s a fantastic town to have a business in. The community is incredibly supportive. We thrive on repeat business, so we know our customers, most of them by first name. We see them coming in on a regular basis, whether it’s for themselves, or for their kids, or for a friend. They really do try to shop local and support local businesses, which is key to our success. So we’re very grateful and thankful to be here, and it’s because of our local supporters.
New Canaan has a lot of new residents. What would you say to someone who is, maybe, aware of your store or has seen the name out front, but hasn’t had a chance to come in yet?
Hydro Flask insulated thermos will keep a beverage cold for 24 hours and hot for 12 hours ($50), at the Athletic Shoe Factory, 3 Forest St. Credit: Michael Dinan
I think most customers have seen our store— even if they’re not a customer yet—and they put it on the back burner to come in, and then when they actually come in, they’re often quite surprised about the size of the store. From outside, it doesn’t look as big, but once you come in, it’s quite expansive, and the amount of product that we fit in here is, I think, pretty impressive. I really do think we have something for everyone, and if we don’t we can always get it. So if we don’t have a size or a color, we have another store in Fairfield that we pull from, as well, and then we can always just order it from the brand and have it shipped directly to the customer. So if you can’t take something home with you today and you need something, we will get it to you. I’m happy to even drive it to your house if you need me to.
The Athletic Shoe Factory at 3 Forest St. (here on Instagram) is open seven days per week, Mon-Sat 10-6, Sun 11-5.