THEN & NOW: Friedman’s Shoes Stands the Test of Time

From 1929, a mere 96 years and growing, hails the story of a well-marketed Jewish retailer, Friedman’s Shoes, that spans generations. Phil Friedman started it, Bruce Teilhaber ran (and still runs) with the ball along with four sons still dressing some of the most illustrious athletes, men with large feet, and snazzy dressers.

Randy, the oldest, is the buyer, Lane runs the sales floor, Dean steers the Ladies division; and Brett, the youngest, captains the E-commerce — Friedman’s Shoes on the Internet (LargeFeet.com –one of the first shoe businesses on the web in 1995).

In terms of maintaining success, Randy stated, “It’s mostly about our great customer service and niche in selling sizes seven to 22 but specializing in sizes 14 to 22.”

Looking back, Bruce developed a relationship with Churnin’s Shoes in Chicago. Within three years, Friedman’s became one of the only non-Florsheim shoe stores in the U.S. selling Florsheim Factory Blems (which Friedman shoemakers on site would repair and have ready to re-sell). Bruce started making larger sizes (14 and 15) in Italy as they were the only factories that would let him invest in the larger size lasts and could actually do the production.

Randy continues, “Once word got around, sports stars as well as the ‘who’s who,’ came here.”

A sports marketing genius, Bruce engaged Georgia Tech players, then word of mouth took over. He said, “Many athletes and performers (including The Rolling Stones) have come through the store. It has been a huge benefit being downtown with the major league teams close by as well as entertainment venues.”

Then came baseball stars, from Pete Rose to Henry Aaron (Dusty Baker remains friends with Bruce), as well as the NHL. NBA stars are in the Friedman’s “sweet spot,” not just the ones with large feet — from Spud Webb (size seven) to Shaquille O’Neal (size 22). Shoes are made from soft butter leather to exotics like alligator, ostrich, lizard, snake and fish skin. They can price below retail because they put the Italian factory names in the shoes instead of brands like Prada and Gucci. The price point is less as there are no royalties. Friedman›s also carries brands like Mezlan, Cole Haan, Marco Di Milano, and Calzoleria Toscana.

Ladies also get a “foot hold.” Dean has sold to many WNBA players and a plethora of athletes’ mothers and wives. Shaq’s mom, Lucille, is one of Friedman’s best customers.

Brett is known for his vision to engage the web as he helped Zappo’s start their website which sold to Amazon for a cool billion. They have maintained a software database since 1992, where Lane sends photos of new shoes and styles via text to his faithful client list. They have an online catalog touting customers from Los Angeles to New York. Freidman’s is also known for their accommodating staff — mostly family and others who have been employed for more than 25 years. Service to them means “not being a clerk – offering suggestions about fit and fashion.”

Randy concluded, “Getting to work with my family for my entire life as well as being able to provide for my family, has meant more than words can say … our legacy is about honesty and good retailing. Not too many small independent stores have been lucky enough to be known throughout the world for the place to visit when in Atlanta to buy shoes.”

Bruce is 87 years old and drives himself to work. His hobbies are sports and “watching anything that is round.” He said, “The next generation will hopefully take it to the 100-year anniversary; and G-d willing one of the grandkids will step up and carry the torch.”

Friedman’s is located at 209 Mitchell St. Within the next year, they will move closer to the State Capitol. Security has improved with the South Downtown Group cameras and robotic dogs touring the area, along with the Atlanta Police Department’s influence on the street.