To reinforce the Hush Puppies Brand Plan lifestyle concept, Jeff, working with Fitch and Hush Puppies Retail, developed the Hush Puppies and Family retail store.

The store served as the centerpiece of the repositioning of Wolverine Retail from small stores selling factory seconds and close outs to a lifestyle branded concept located in destination shopping markets.

The stores brought the Hush Puppies Brand Plan to life.  Bright, well-lit, colorful and lifestyle segmented.  They worked as a laboratory to test new product and display concepts.  Eventually, the concept was modified and rolled out to over 60 locations in the United States.