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Outdoor Guide: Spotlight on Half-Moon Outfitters
Outdoor Guide: Spotlight on Half-Moon Outfitters
Footwear News
Published August 1, 2011 (view article online or PDF)
by Gerald Flores
Outdoor Guide: Spotlight on Half-Moon Outfitters
Moon Shines
Southern retailer Half-Moon Outfitters is focused
on green, both with footwear sales and at its new,
eco-friendly location.
Half-Moon Outfitters is looking
to grow its business and
help the environment at the
same time.
Last month, the outdoor
retailer bowed a new store in Columbia,
S.C., built with sustainability in mind.
Green design elements include regionally
harvested wood used in the construction,
as well as non-toxic paints
and energy-efficient lighting. It also
derives 10 percent of its power from
solar panels installed on a sculpted tree
in front of the store.
“[The shop’s design is] a very green
statement across the board,” said
founder Beezer Molten. “It’s just capped
off by the solar tree, which is a mixture
of art and energy.”
But for Half-Moon, sustainability
goes beyond the store. Headquartered in
North Charleston, S.C., the retailer services
its eight stores in South Carolina
and Georgia from a distribution center
that is an LEED platinum-certified
green building.
“[Sustainability] is a
value from which we will
never deviate,” Molten
said. “I’d have to say the
biggest thing is that it’s
an extension of customer
service because we’re
delivering a space that
our consumers value and
where our employees are
proud to work.”
Alan Newhart, eastern
regional sales manager for
Merrell, said Half-Moon’s
commitment to the environment is a
major asset. “They are very aware of
the footprints they leave and are always
looking for better ways to serve the communities
they represent,” he said.
According to Molten, the chain has
taken advantage of a revival in the outdoor
industry, leading to steady growth
for its stores. Half-Moon hit $12 million
in sales in 2010 and is targeting $13.2
million this year, with 35 percent of
sales coming from footwear.
“The outdoor industry is enjoying
a lot of popularity right now in a lot of
different categories,” Molten said. “And
footwear has been a bright spot.”
Half-Moon’s shoe selection includes
hiking boots, clogs, mocs and running
shoes from brands such as Asics, Patagonia
and The North Face, with price
points of $60 to $200. Molten noted that
sandals from Keen and Reef have been
strong performers recently, in addition
to minimal running styles.
The retailer’s vendors said Half-
Moon also excels by delivering a store
experience that caters to its shoppers.
“They educate the consumer well,” said
Michael Martin, VP of sales at Vibram.
“[Consumers] have a fun experience in
the store, and that’s what the outdoor
business is all about.”
Paul Jordan, a Keen sales rep, said
Half-Moon also benefits from being in
key markets. “Each store is in a different
geographic location, so it allows them
to tailor their buys,” Jordan said. “It [allows]
flexibility to test a product in one
market and then distribute it to others.”
Further expansion would happen at
a gradual pace, Molten said, adding that
he hopes to open two to four more doors
over the next five to seven years. New
stores would not only be environmentally
friendly but also in owned spaces.
“We do intend to open more stores
and, when possible, own the location
rather than lease,” Molten said. “We
have more control over the end results
[that way], and it’s easier to justify [making
changes] when you’re committed to
owning the building for a long time.”
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