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Shoetation, Vienna

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Shoetation, Vienna

At small but exclusive premises in Vienna’s 1st District the focus here is on heels and shoes in a very special setting.

Harald Lex launch shoetation.com, an online store for shoe fashions so often sought after but seldom found: a mid-price range plus unusual and colourful shoes from trendy international metropolises.

Already shortly after the online store opened regional demand was noticeable. Which is why the shoe warehouse unceremoniously turned into a store every weekend. Six months later Harald Lex finally moved with Shoetation into his new premises in Vienna’s 1st District.

The selection of brands is also as cosmopolitan as the store’s customers: Miezko from Brazil, Steve Madden from the USA, Tosca Blu from Italy, Fersengold from Germany and Lola Cruz from Spain.

To turn female shoe fans into regular customers Shoetation has come up with a special event concept: shoe parties. Customers can pre-select shoes and try these on at home with friends.

The range at Shoetation is fashionable: daring high heels, colourful wedges and cheeky peep-toes have a perfect backdrop here in the all-white store premises.

Aiming High in High Heels

Shoetation – after successfully setting up an online store we now also see a bricks and mortar outlet: at small but exclusive premises in Vienna’s 1st District the focus here is on heels and shoes in a very special setting.

A success story only possible in the 21st century: 3 April 2009 saw Harald Lex launch www.shoetation.com, an online store for shoe fashions so often sought after but seldom found: a mid-price range plus unusual and colourful shoes from trendy international metropolises. Already shortly after the online store opened regional demand was noticeable. Which is why the shoe warehouse unceremoniously turned into a store every weekend. Six months later Harald Lex finally moved with Shoetation into his new premises in Vienna’s 1st District. The great popularity of his concept means the entrepreneur is now hoping for further expansion – Helmut Lex is even considering a franchise option.

The range at Shoetation is fashionable: daring high heels, colourful wedges and cheeky peep-toes have a perfect backdrop here in the all-white store premises. The selection of brands is also as cosmopolitan as the store’s customers: Miezko from Brazil, Steve Madden from the USA, Tosca Blu from Italy, Fersengold from Germany and Lola Cruz from Spain. And obviously gents are also catered for both at the boutique and the online store. For them, too, the focus lies on a trendy range – obviously in corresponding quality. To turn female (and male) shoe fans into regular customers Shoetation has come up with a special event concept: shoe parties. Customers can pre-select shoes and try these on at home with friends. Red carpet and prosecco are included and supplied by Shoetation along with these objects of desire. And there is even a special range for women wishing to perfect walking in high heels. In Elvyra Geier’s catwalk training women are transformed into runway beauties.

Shoetation // Rotenturmstraße 27/4 // 1010 Wien // Tel.: +43 699 171 383 25

Text: Elisabeth Bärnthaler
Photos: Shoetation

To Website of Shoetation

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