“We understand that we may pay a premium for a premium partner,” she said. “And we understand that to have a quality product and have it made in the USA, it will cost a little more.”
Each pair shoes goes through 14 primary operations such as leather selection, die-making and cutting. Within those operations, about 80 different skilled pairs of hands have touched each pair of shoes.
“We don’t outsource or design outside,” Richardson said. “Everything is done in-house. Before we start a shoe, we have people wear them every day for 14 straight days and then do a survey. We make changes based on what they report. We do that process until we’re convinced that shoe is up to our quality standards.”
Richardson said the company welcomes tours of its San Antonio factory, which is connected to the SAS General Store, where you’ll find various nostalgic, made-in-the-USA goodies and sundries, along with SAS merchandise.
SAS has more than 200 company-owned and independent retail locations, and its products are carried in multi-line retailers across the U.S. and in 11 foreign countries. It opened its first e-commerce site last year, on Black Friday, and that venture has exceeded all expectations, Richardson said.
The company has earned a reputation for helping the community in times of need, she pointed out. Its Comfort and Support Team has donated more than 14,000 pairs of shoes so far, along with other necessities, to victims of natural disasters, she said. And in partnership with Operation Homefront, SAS has provided 1,600 meals to members of the military, she added, in addition to partnering with breast cancer support groups.
Internally, company leadership shows its appreciation to employees in many ways, such as giving away a car every holiday season, providing turkeys at Thanksgiving and providing employees’ children monetary incentives for making straight A’s in school, Richardson said.
“The founders believed the success of the company was because of our employees’ loyalty and hard work,” she said. “And to this day, we try to spend a few minutes each day with our employees to ‘be a family’ for a moment.”
For its 40th anniversary this year, SAS updated its catalog, published an anniversary magazine and bought national print ads to raise awareness of its brand and its U.S.-made products.
“If it’s made in the U.S., we include a logo on the product picture,” Richardson said. “But if it’s partially made in Italy, we will not. We’re proud to be a made-in-the USA company. There are not many made-in-USA shoemakers left.”
Posted November 23, 2016
By Devin Steele (DSteele@eTextileCommunications.com)
SAN ANTONIO, Texas – Nancy Richardson of San Antonio Shoemakers – known in retail circles as SAS shoes – told the story of the company’s rich, 40-year history during SPESA’s Executive Conference here this month.
The company’s CEO – chief enthusiasm officer, as she calls herself – gave a plethora of reasons why SAS is a great place to work, as evidenced by low turnover over the years, she said. In fact, none of the 13 original employees ever left the company prematurely, and five are still employed there, she added.
She also discussed its operations, marketing presence and culture of giving back.
“We’re celebrating 40 years this year and I don’t know of any company that’s any prouder to have come this far,” said Richardson, who returned to SAS to lead the company in 2012 after having worked for the firm two decades ago.
Working as a consultant to the company, she was hired by the daughters of one of the company’s co-founders after the last one’s passing in 2011.
SAS shoes, known for their comfort and craftsmanship, have developed many loyal customers around the world over the years, Richardson said. From two factories in Texas – in San Antonio and Del Rio – and a sister plant in Acuna, Mexico, the company exports to 11 countries. The Mexico plant, directly across the border from Del Rio, Texas, specific operations such as hand sewing and stitching take place on some styles.
SAS also works hand in hand with a multi-generational, family-owned Italian shoe manufacturer to design and engineer a line of pumps and other dress shoes. These shoes may be made in the U.S., Italy or both locations.
The company’s first preference is to source domestically – “always,” Richardson said, but will partner with offshore firms, if needed, she added.
Executive Conference
Comfort, craftsmanship have defined SAS shoes for 40 years
