CHENG’S TRADING (Booth #3214) and James Nguyen Make it Easy for any Retailer to Develop a Unique Footwear Program at their Store!
December, 15th 2010
For 27 years, Cheng’s Trading Inc. (Booth #3214 – FOOTWEAR) of Carlstadt, NJ has built a reputation as a trusted source for quality footwear with reliable and personal service. They have their own brand - Easy USA – a casual line that is known for comfort and affordability. They do make-up orders or “private label” for different wholesalers and retailers, which include chain stores, smaller companies with 5-10 locations, “mom & pops,” and boutiques, beach & resort shops. They even do private label shoes for theme parks and water parks, especially with their aquasocks.
They have been displaying at the OFFPRICE Show for 10 years. Their involvement in OFFPRICE was started by sales executive James Nguyen, who’s been with Cheng’s for his entire professional career (save for a few brief stints in food delivery and dental assistance) – 22 years! In a company of 17 employees, where, according to James, “everybody does everything,” James has learned it all about the footwear business.
“We all check inventory. We inspect shoes to see what’s good for next season. We see if a sample has to be changed a certain way, including color. I also do the advertising and man the company exhibits at the trade shows. When I’m at the shows, I study the other companies to see what’s good for us.
” We decided to tap into James’ expertise with a few questions that could help our retailers, especially those looking to add (more) footwear to their store.
In a very, very competitive vertical, what does Cheng’s do to maintain its success?
“We focus on quality and service. That means fast local delivery and same day shipping nationally. Speed and prices are what we do best.”
How does an independent retailer get into footwear?
“Talk to me. He can start with what we have in our Easy USA line, or he can provide me with a sample and I can develop a private label brand.”
With all the recognizable brands in footwear, is private label really a good idea for a retailer in today’s fickle market?
“I know some private label footwear guys that will do $100 million per year in sales. Our own Easy USA shoe is in very big demand. We introduced it more than 15 years ago using the Cheng’s name, but switched to appeal to the domestic market. Plus, everyone else around the world loves American brands. Easy USA has good brand recognition throughout the east coast, from New England to Florida. They are known for their flat, casual fit.”
What specific types of footwear should retailers look for to gain some immediate wins?
“Flat is very good for summer, so is canvas. House slippers do very well, though winter is a short season for us. We can sell summer all year long. Casual wear is the easiest fashion item to sell, especially flats. They can go with any outfit, and so can canvas.”
What other advice do you have for retailers looking to do more with footwear?
Go shopping! See what’s hot in the market! Maybe work boots and rain boots sell better in their demographic.”
What do you like most about OFFPRICE?
The friendly staff, and meeting new buyers. It’s my favorite show.”
Cheng’s Trading (Booth #3214) will be introducing new lines for summer 2011 at the February (11-14) OFFPRICE Show. Schedule an appointment with them using our new and improved Interactive Floor Plan on WWW.OFFPRICESHOW.COM.