Foot Locker, based in New York, has reported stronger-than-expected comparable sales for the first quarter of its fiscal year, indicating that CEO Mary Dillon’s “Lace Up” turnaround plan is starting to bear fruit. The company experienced a 1.8% decline in comparable sales during the quarter, outperforming analysts’ expectations of a 3.1% decrease.
Dillon, who previously led beauty brand Ulta before joining Foot Locker in 2022, highlighted the increase in average selling prices as a positive sign that consumers are willing to pay full price for quality products. She emphasized the success of the Lace Up Plan, attributing it to the launch of an enhanced rewards program and a revamped mobile app to drive customer engagement and commerce.
One of Dillon’s key strategies has been the revitalization of Foot Locker’s stores, where approximately 80% of its annual sales are generated. This effort includes opening new off-mall locations, closing underperforming stores, and refreshing existing locations. The company also introduced a new “store of the future” concept earlier this year, aimed at modernizing the traditional Foot Locker format and showcasing a variety of brands.
With approximately 2500 retail stores in 26 countries across North America, Europe, Asia, Australia, and New Zealand, Foot Locker continues to expand its global presence. The company also maintains licensed store operations in the Middle East and Asia, highlighting its commitment to serving customers worldwide.
