Wolverine Slipper Group found its slipper market share, position and department store retail base eroding as a glut of low cost and low quality product entered the market through the accessories (i.e., hosiery) department.  Even the power of the Hush Puppies brand didn't help as other well-known footwear brands licensed their names to this low-end segment  But consumers took notice -- and complained.  Over 50% of slipper shoppers were unhappy with the quality and selection of product available in the market.

Jeff and the Wolverine Slipper Group realized the need for an outlet for better slipper product and created the SlipperGift retail brand concept.   SlipperGift's goal was to serve as a showcase for its premium slipper product -- genuine shearling, suede, fleece and proprietary College Clogs -- and to become a shopping destination during the holiday season (when 80% of slippers are sold.)

Jeff championed and pioneered a new retail channel -- a national chain of temporary in-line holiday SlipperGift stores.  These stores quickly became destination locations for shoppers.  To extend the brand presence, a comprehensive consumer website was introduced, linking to the stores and the Hush Puppies website.  The SlipperGift Card was introduced to expand the category into additional retail doors -- gift and card shops, grocery stores and college bookstores.  Finally, SlipperGift departments brought premium product back into traditional retail channels, offering a dedicated, premium product presentation within shoe stores and department stores.

The SlipperGift concept jump-started

the group's branded slipper business.  Consumers overwhelmingly endorsed the concept. calling it a "gold mine."  Footwear News said the SlipperGift concept was the "Right Place at the Right Time."  And, by partnering with key footwear and holiday retailers, Jeff and the group placed the program in major markets throughout the United States while enjoying an increase in fourth-quarter Internet sales.