Cobbler Concierge, a new fashion-tech startup led by Pettus Randall, is part of a growing community leveraging technology to provide the professional woman a convenient way to get expert services. The brand’s niche is luxury shoe and handbag repair delivered directly to her door. Cobbler Concierge teamed up with the Roccos, owners of Jim’s Shoe Repairing in Manhattan, a top-rated fourth-generation cobbling family with more than 80 years of skilled craftsman experience in repairing the most complex shoes and handbags, including Hermès, Prada, Ferragamo, and Manolo. They even have a proprietary solution to make Louboutin's last for years.
The company’s mission is to extend the life of a valuable accessory investment at the same time as eliminating an errand and supporting consumers, brands and retailers with VIP-service. Simply place order online, receive a cobbler box, pack items, and use a free shipping/return label. At the Cobbler Concierge’s 5,200 square-foot facility, before-and-after photographs are taken allowing clients to keep track of the process. Prompt turn-around time is assured. New soles, wobbly or broken heels, recoloring, salt removal, and shoe stretching, plus cleaning, reshaping, mending detached handbag handles or damaged hardware, and more are available. No matter type of repair, one flat rate is assessed: women’s shoes $40, men’s shoes $80, and handbags $100.
Randall cofounded Cobbler Concierge with Joe Rocco, Andrew Rocco, and sports broadcaster Rebecca Haarlow. The company is currently self-funded. Randall previously worked as Booshoot COO as well as at Merrill Lynch and Harbert Private Equity where he gained extensive investing and operations experience. He received his BA from Princeton University, where he met Haarlow. Randall also holds a Master of Studies from Oxford University and an MBA from Stanford Graduate School of Business.
Cobbler Concierge CEO & Co-Founder shares more:
Kristina Moore: Why Cobbler Concierge?
Pettus Randall: We founded Cobbler Concierge because we had a personal pain point of not having access to high quality shoe repair that exists only in NYC, Paris and a few other markets in the world. We saw an opportunity to democratize "5th Avenue luxury" to the rest of the country.
Cobbler Concierge Founders: CMO Rebecca Haarlow, Head Cobbler Andrew Rocco, Head Cobbler Joe Rocco,... [+]
Moore: How can Cobbler Concierge convince their customers that it is now safe to make an investment in quality shoes and handbags, given there's a backup plan to maintain them?
Randall: Luxury goods must be considered investment pieces and as such, have a longer and more useful life. Our objective is to enable 'slow fashion' by making it a reality for the everyday consumer. It's good for consumers, and it's equally good for luxury brands.
Moore: Which types of consumers can most benefit from using Cobbler Concierge?
Randall: The short answer is everyone, be it existing users of shoe repair who don’t have time to travel to their local shop or consumers who are frustrated by spending a fortune on shoes but live in an area not serviced by a luxury shoe repair operation.
Moore: Do you see Cobbler Concierge especially supporting the professional woman?
Randall: Yes! They make up over 65% of our existing and target customer base.
Moore: Does Cobbler Concierge take special requests?
Randall: We provide a concierge service in which every repair is a special request. Customers are able to leave comments about anything specific they would like to have repaired or any other concerns they may have. Co-founder Joe Rocco likes to say that assessing a shoe repair is much like a doctor diagnosing an illness. Every repair type is unique to the person and the shoe.
Moore: Was the Rocco family receptive to your initial pitch? How did you gain their vote of confidence?
Randall: There has been a secular decline in the shoe repair industry because small business owners and mom-and-pop shops can no longer afford the high rents in major cities. The Rocco family almost lost Jim’s Shoe Repair recently because of this trend. They knew that they had to “adapt or die,” as they like to say. Cobbler Concierge isn’t about creating a new brand. It’s about building a company and technology to preserve a craft that blends tradition, legacy and passion into the new way that consumers interact with services and fashion. Moreover, it’s about extending the reach of this craft to people who have never had access to it—or known they had access. Building a brand and technology through Cobbler Concierge allows us to extend Jim’s Shop Repair beyond the streets of midtown Manhattan.
Moore: Are there startup advantages in collaborating with an established brand?
Randall: The company’s authenticity comes from its 82-year legacy of the Rocco family, who have been an icon in the New York fashion community through four generations of Jim’s Shoe Repair.
Cobbler Concierge: Luxury online shoe & handbag repair services. Flat rates include... [+]
Moore: A favorite pair of shoes or handbag often holds dear memories. What is one of the most compelling customer stories you’ve heard so far?
Randall: Recently, a customer was preparing for his wedding day and reached out to us for help:
"I've got a pair of white leather low quarter military uniform shoes which I'll be wearing in my wedding on July 11th. They've seen better days and need a good cleaning and polish. Is this something you guys could do? I would attempt to do it myself, but don't want to ruin them.” - Brian G.
We finished his shoes for him in one day, and made sure to congratulate him in our thank you card. It’s always an honor to assist customers on special occasions such as this one.
Moore: Where do you see Cobbler Concierge in three years?
Randall: Cobbler Concierge will be the preferred customer relationship management solution for large-cap luxury brands. The only negative interaction a luxury brand has with its customer is when an item deteriorates, and the brand offers no solution. We believe that luxury brands will lose marketshare without an elegant and modern repair capability central to their customer experience strategy. We are positioning our company to fill that need.
Moore: What activities allow you to replenish your creativity and energy?
Randall: We are passionate about Cobbler Concierge and what the company means to our employees and our customers. Building a company that launched less than three months ago leaves little time for R&R. When I am away from the office, I enjoy fitness, travel and spending time with close friends and family.
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Kristina Moore is a style expert focusing on visual presentation as a dynamic professional tool. She is the founder and editor of Corporate Fashionista. Kristina welcomes your comments and questions.
