Retail Merchandiser - January/February 2015 - 73

know it is made of the highest quality." The company is
unique from other footwear manufacturers because its shoes
and sandals are crafted using a single piece of proprietary
Microplast material and made with an ergonomic
foot bed. "The design process for a new product
is a longer process for us because our shoes
are designed from a mold," Director of Sales
Page Timmerman says. "It takes six to 12
months to create a design, so we really need to know what's going on
in the market to bring on a new
product that we can guarantee
will be successful."
Oka-B is a just-in-time manufacturer and has the ability to perform
quick turnaround times because
it's located domestically, Conrad
says. "We house inventory on
foot beds and basic designs,
but we are continuously running production based on what
we have on order so we can fulfill those orders in a timely
manner - about 72 hours," she adds.
The company's customers include the Ritz Carlton,
Wynn Resorts and Montage Hotel and Resorts. "We are
very proud of who carries our shoes," Timmerman says. "We
respect our customers and like to have partnerships with
them because it's more about the relationships we have with
them than the number of accounts we have."
To build those deep relationships with its customers,
Oka-B stays in constant communication over the phone, by
visiting the stores and meeting regularly. "We try to make
sure we talk to our customers at least once per month to just
check in and see how they are doing," Timmerman notes.
"Not every call is a sales call to buy product. We pride ourselves on these relationships and make sure they have a relationship with us where they can talk about how business is
going and what is happening in the industry."

"

Oka-B

We determine what is
going to be in style so
we can translate that
to make sense on a
plastic shoe.

"

ating new designs, we try to introduce new foot-beds that our
customers will enjoy wearing season after season," she adds.
Oka-B will launch three new products this year, including a t-strap buckle sandal, a t-strap wedge sandal and a
peep-toe wedge shoe. "Our goal is to continue to get new
customers who will love Oka-B," Timmerman says. "Most
people buy more than one pair of Oka-B shoes and we hope
our followers are interested in the new designs we create and
love our shoes because we create shoes that love them. These
shoes won't hurt your feet and we really just want to keep
selling shoes that people love." O

Targeting Trends
Oka-B's target customers are women who are conscious of
what brands they are wearing and who follow fashion trends
closely, Conrad explains. "We look at the marketplace to determine what is going to be in style so we can translate that
to make sense on a plastic shoe," she adds. "We bring in
pops of bright colors for spring and summer seasons and
earthy tones for the fall. We follow trends in apparel, but
accessories also come into play with our designs."
Although following the trends is important, Oka-B is
careful not to design too trendy of a shoe because it will not
last on the market as long, Timmerman explains. "When creJanuary/February 2015

RETAIL-MERCHANDISER.COM

73


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
Retail Merchandiser - January/February 2015 - 7
Retail Merchandiser - January/February 2015 - 8
Retail Merchandiser - January/February 2015 - 9
Retail Merchandiser - January/February 2015 - 10
Retail Merchandiser - January/February 2015 - 11
Retail Merchandiser - January/February 2015 - 12
Retail Merchandiser - January/February 2015 - 13
Retail Merchandiser - January/February 2015 - 14
Retail Merchandiser - January/February 2015 - 15
Retail Merchandiser - January/February 2015 - 16
Retail Merchandiser - January/February 2015 - 17
Retail Merchandiser - January/February 2015 - 18
Retail Merchandiser - January/February 2015 - 19
Retail Merchandiser - January/February 2015 - 20
Retail Merchandiser - January/February 2015 - 21
Retail Merchandiser - January/February 2015 - 22
Retail Merchandiser - January/February 2015 - 23
Retail Merchandiser - January/February 2015 - 24
Retail Merchandiser - January/February 2015 - 25
Retail Merchandiser - January/February 2015 - 26
Retail Merchandiser - January/February 2015 - 27
Retail Merchandiser - January/February 2015 - 28
Retail Merchandiser - January/February 2015 - 29
Retail Merchandiser - January/February 2015 - 30
Retail Merchandiser - January/February 2015 - 31
Retail Merchandiser - January/February 2015 - 32
Retail Merchandiser - January/February 2015 - 33
Retail Merchandiser - January/February 2015 - 34
Retail Merchandiser - January/February 2015 - 35
Retail Merchandiser - January/February 2015 - 36
Retail Merchandiser - January/February 2015 - 37
Retail Merchandiser - January/February 2015 - 38
Retail Merchandiser - January/February 2015 - 39
Retail Merchandiser - January/February 2015 - 40
Retail Merchandiser - January/February 2015 - 41
Retail Merchandiser - January/February 2015 - 42
Retail Merchandiser - January/February 2015 - 43
Retail Merchandiser - January/February 2015 - 44
Retail Merchandiser - January/February 2015 - 45
Retail Merchandiser - January/February 2015 - 46
Retail Merchandiser - January/February 2015 - 47
Retail Merchandiser - January/February 2015 - 48
Retail Merchandiser - January/February 2015 - 49
Retail Merchandiser - January/February 2015 - 50
Retail Merchandiser - January/February 2015 - 51
Retail Merchandiser - January/February 2015 - 52
Retail Merchandiser - January/February 2015 - 53
Retail Merchandiser - January/February 2015 - 54
Retail Merchandiser - January/February 2015 - 55
Retail Merchandiser - January/February 2015 - 56
Retail Merchandiser - January/February 2015 - 57
Retail Merchandiser - January/February 2015 - 58
Retail Merchandiser - January/February 2015 - 59
Retail Merchandiser - January/February 2015 - 60
Retail Merchandiser - January/February 2015 - 61
Retail Merchandiser - January/February 2015 - 62
Retail Merchandiser - January/February 2015 - 63
Retail Merchandiser - January/February 2015 - 64
Retail Merchandiser - January/February 2015 - 65
Retail Merchandiser - January/February 2015 - 66
Retail Merchandiser - January/February 2015 - 67
Retail Merchandiser - January/February 2015 - 68
Retail Merchandiser - January/February 2015 - 69
Retail Merchandiser - January/February 2015 - 70
Retail Merchandiser - January/February 2015 - 71
Retail Merchandiser - January/February 2015 - 72
Retail Merchandiser - January/February 2015 - 73
Retail Merchandiser - January/February 2015 - 74
Retail Merchandiser - January/February 2015 - 75
Retail Merchandiser - January/February 2015 - 76
Retail Merchandiser - January/February 2015 - 77
Retail Merchandiser - January/February 2015 - 78
Retail Merchandiser - January/February 2015 - 79
Retail Merchandiser - January/February 2015 - 80
Retail Merchandiser - January/February 2015 - Cover3
Retail Merchandiser - January/February 2015 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110708
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_50thanniversary
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110506
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110304
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110102
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20101112
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100910
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100708
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100506
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100304
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100102
http://www.nxtbookMEDIA.com