Starting a Shoe Store: Costs, Permits, Checklist & Timeline
Start Here: Is a Shoe Store Right for You?
Before you jump in, step back. Are you ready for the pressure of ownership, long days, and full responsibility? Use this moment to be honest with yourself. You don’t need to do everything alone—what matters is doing things correctly and using reliable help where needed.
Look at the big picture. Think about your finances, your risk tolerance, and your support system at home. If you’re not sure where to begin, review the essentials and get a clear view of what starting a business involves.
Dig deeper with these primers: Points to Consider Before Starting Your Business, and why energy matters: How Passion Affects Your Business. Then talk to people already doing the work so you know what to expect: How to Find Critical Information from the Right People.
What You’ll Sell and Who You’ll Serve
Your product mix defines the store. You’ll choose brands and categories that match your neighborhood and your price range. Think about width options, size runs, and how many styles you’ll offer in each category.
Your customers vary by use case—work, school, sport, fashion, and comfort. The better you match needs to inventory, the fewer returns and exchanges you’ll handle later.
Start with clear categories, then expand once you learn local demand.
- Products: athletic/running, training, lifestyle, dress, casual, sandals, boots, work and safety footwear, and children’s sizes; add-ons like socks, laces, insoles (over-the-counter), heel grips, shoe care (cleaners, protectants, polish), shoehorns, and gift cards.
- Services: fit assistance, foot measurement, lace replacement, shoe-care demos. Avoid medical services (for example, custom orthotics) unless properly licensed where applicable.
- Customers: adults by use (performance, fashion, work), children (infant/toddler/youth), and occupations with footwear needs (hospitality, warehouse, construction). Include comfort-focused shoppers who need wide or narrow widths.
Pros and Cons at a Glance
Every retail concept has tradeoffs. Your advantage is clarity—know what helps you and what can slow you down. Build your plan so the pros work in your favor and the cons don’t surprise you.
Use this snapshot to set expectations before you invest in a lease, inventory, and fixtures. It’s easier to plan around constraints now than to fix them after opening.
Use it as a filter: if the cons don’t scare you, you’re likely on the right path.
- Pros: broad consumer need; repeat demand across seasons; strong add-on potential (socks, care, inserts); differentiation through fit service, size/width depth, and staff knowledge.
- Cons: inventory-intensive (sizes, widths, colors); high exchange rates due to fit; strong e-commerce competition; significant cash tied up in initial stock and fixtures.
Step-by-Step Launch Plan
Follow these steps in order. You can learn each step or use professional help—accountants, lawyers, contractors, designers, or consultants. Your goal is a clean launch with no avoidable delays.
Keep notes, dates, and proof of each action. You’ll need records for permits, taxes, payroll, and brand accounts. A simple checklist works—just keep it current.
Use your plan to guide decisions, not to impress anyone. If you want structure, see How to Write a Business Plan.
- Confirm demand and profit potential. Validate local interest and price sensitivity. Estimate monthly sales and costs. Use this primer for fundamentals: Supply and Demand and a framework for Estimating Startup Costs.
- Choose your model. Storefront only or storefront plus e-commerce. Independent or franchise. Solo, partners, or investors. Decide whether you’ll hire immediately or start lean and add staff later.
- Pick a location. Aim for convenient access and visibility. Research foot traffic, parking, and neighboring tenants. If you’re new to site selection, start here: Choosing a Business Location.
- Define your assortment and suppliers. Secure wholesale accounts. Plan size runs and widths for each category. Note any Minimum Advertised Price policies in vendor agreements.
- Choose a name and secure your domain. Check availability for a matching website and social handles. See How to Write a Business Plan for naming sections, then plan your website at How to Build a Website.
- Plan the numbers. Build a first-year budget with inventory, fixtures, technology, permits, fees, and opening payroll. Price your products with a clear margin target: Pricing Your Products and Services.
- Formalize the business. Choose your legal structure and register as required. Many start as sole proprietors; as you grow, you may form a limited liability company for liability protection. See How to Register a Business for where to check state registration and local licensing.
- Get federal and state tax IDs. Apply for an Employer Identification Number with the IRS. Register for state sales and use tax and obtain the permit your state uses for retail tax collection. Arrange resale certificates for inventory purchases.
- Set up employer accounts. If you’re hiring, complete employment verification at hire, register for state new-hire reporting, and open state unemployment insurance and, where applicable, state withholding accounts.
- Open banking and merchant services. Choose a bank, open a business account, and set up card processing. Keep business finances separate from personal.
- Secure the space. Sign the lease with clear terms for build-out and signage. Complete permitted work, schedule inspections, and obtain a Certificate of Occupancy before opening.
- Order fixtures, tech, and supplies. Use the equipment list below. Place orders early to avoid delays.
- Set up insurance and risk controls. General liability, property/equipment, and, if you have employees, workers’ compensation as required by your state. Use this overview to decide what to carry: Business Insurance.
- Install and configure systems. Point of sale, barcode labels, inventory receiving, user permissions, and video retention. Test tax settings and receipts.
- Recruit and train. Hire for customer service and fit skills. If you’re new to staffing, see How and When to Hire.
- Build your brand assets. Logo, color palette, business cards, store sign, website, and corporate identity pieces. Helpful guides: Business Cards, Business Sign, and Corporate Identity Package.
- Create your marketing plan. Define how you’ll get customers through the door, set a simple calendar, and plan a grand opening. See Create a Marketing Plan, How to Get Customers Through the Door, and Grand Opening.
- Line up funding if needed. Compare options and requirements. Start here if you plan to apply: How to Get a Business Loan.
- Soft open and validate. Test fit service, exchanges, tax, and closeout. Adjust staffing and layout based on real traffic.
Equipment and Software You’ll Need
Plan your shopping list early. Prices vary by size and quality, so build your own estimates using vendor quotes. The goal is to have everything installed, labeled, and tested before your soft opening.
Organize purchases by category so nothing falls through the cracks. Order long-lead items first—fixtures and security equipment can take time.
Use this as a starting point and tailor it to your space and product mix.
- Sales Floor & Fitting
- Adult and child Brannock devices (foot measurement)
- Fitting stools or benches, disposable try-on socks/footies
- Full-length and angled mirrors, shoehorns
- Sign holders, price tags, size stickers
- Displays & Merchandising
- Slatwall or shelving systems with brackets and hooks
- Display tables and risers, locking case for high-value items
- Track or spot lighting for feature walls
- Backroom & Stock Handling
- Heavy-duty shelving/racking, size/width dividers
- Rolling ladder or step stool, totes and bins
- Label printer and labels, box cutters, tape and dispensers
- Point of Sale & Security
- POS terminal(s) or tablets, cash drawer, receipt printer
- Barcode scanners, EMV/NFC card readers, customer-facing display
- Router, modem, secure Wi-Fi, back-office computer
- Surveillance cameras with network video recorder
- Electronic article surveillance (EAS) pedestals, tags, and detachers (optional)
- Packaging & Sales Supplies
- Shopping bags (paper or reusable), tissue, gift boxes
- Laces, insoles, heel grips, shoe-care products (cleaners, protectants, polish)
- Safety & Facility
- First-aid kit, fire extinguisher(s), wet-floor signs, entry mats
- Trash and recycling bins, OSHA and labor law posters
- Safety Data Sheet binder if you stock chemical shoe-care products
- Cleaning & Maintenance
- Vacuum, broom and dustpan, mop and bucket
- Surface and glass cleaners, disinfectant for seating areas
- Optional & E-commerce
- Shoe-care demo station supplies
- Shipping scale, thermal label printer, cartons, tape
- Software to Consider
- POS with inventory and size/width variants
- Accounting software
- Payroll and timekeeping
- Label design/printing
- E-commerce platform and payment gateway (if selling online)
- Basic website content management system
Skills You Can Build or Hire
You don’t need to be good at everything. Learn what you enjoy, then hire or outsource the rest. Training your team on fit basics pays off—customers remember a great fit and come back.
Focus on skills that reduce returns and improve the customer experience. Keep checklists and short training scripts to make learning easier.
If a task feels heavy, bring in a pro. It’s common to hire help for legal setup, accounting, or store layout.
- Foot measurement and fit assessment
- Product knowledge by category and material
- Customer service and sales
- Visual merchandising and display
- Inventory receiving, labeling, and counts
- POS and cash handling
- Basic workplace safety and accessibility awareness
- Vendor relations and purchase planning
Your Day-to-Day (Pre-Launch Practice)
Practice the routine before opening day. The more fluent you are with the basics, the smoother your launch will feel. Simple habits protect your time and reduce stress.
Train with real tasks: measure feet, process mock sales, and handle mock exchanges. Do a daily walk-through to check displays, mirrors, and seating.
Use a short closeout checklist until it’s second nature.
- Receive shipments, verify items, and label boxes
- Stock by size and width, rotate displays
- Fit customers, suggest alternatives, and explain care
- Process exchanges and returns according to store policy
- Clean seating areas and mirrors; refresh signage
- Count cash, reconcile, and back up POS data
- Update reorder lists and follow up with vendors
Legal & Compliance—U.S. Basics
Rules change by location, so verify with official sources. Keep copies of registrations, permits, posters, and insurance certificates in one binder or secure folder. When unsure, ask your state’s Department of Revenue, Secretary of State, or city licensing office.
If this feels like a lot, that’s normal—professionals can set up accounting systems, help with entity formation, and walk you through payroll and posters. Your job is to make sure each requirement is covered before you open.
Use the quick checks below, then confirm details locally. When guidance says “varies by jurisdiction,” follow your state and city portals.
- Federal
- Employer Identification Number with the IRS (apply online, fax, or mail).
- Employment eligibility verification (Form I-9) at hire; E-Verify only if required by your state or contracts.
- Report new hires to your state’s New Hire Reporting center.
- Post required federal labor and safety posters (for example, minimum wage, OSHA “It’s the Law”).
- OSHA Hazard Communication and Safety Data Sheets if employees may be exposed to chemicals (shoe-care products).
- Americans with Disabilities Act (Title III) obligations for accessible routes, fitting areas, and sales counters.
- Children’s products: if you sell kids’ shoes, ensure items are compliant (tracking labels and certificates provided by brands/importers; retailers should keep access to compliance information).
- If you import private-label footwear directly, follow Customs and Border Protection entry and marking rules.
- State (varies by jurisdiction—verify on your state portals)
- Sales and use tax registration and retail tax permit before you sell.
- Resale certificate procedures for purchasing inventory tax-exempt.
- Employer accounts for state unemployment insurance and, if applicable, state income-tax withholding.
- Workers’ compensation insurance when you have employees (thresholds vary by state).
- City/County (varies by jurisdiction—verify locally)
- General business license or tax registration if required.
- Zoning confirmation for retail use at your address.
- Sign permit for exterior signage.
- Building permits for alterations.
- Certificate of Occupancy after final inspections and before opening.
- Right-of-way or encroachment permit if you plan to place racks or an A-frame on the sidewalk.
Location, Layout, and Accessibility
Choose a spot that matches your category mix and your customer’s routine. Think about schools, gyms, medical offices, or industrial areas—where your shoppers already go. Parking and visibility matter more than you think.
Inside the store, leave clear paths and provide seating at a comfortable height. Good lighting over mirrors and displays helps customers evaluate fit and color.
If you want a quick primer on picking a site, start here: How to Choose a Business Location.
- Confirm zoning for retail at your address before you sign a lease.
- Plan accessible routes from entry to seating and checkout.
- Allocate backroom space for organized size and width storage.
- Verify sign rules and get approvals before fabrication.
Plan, Funding, and Banking
Write a plan to keep yourself on track, even if you’re not applying for a loan. Your plan explains what you’ll sell, who you’ll serve, how you’ll reach them, and how the numbers work.
Build your startup budget line by line—inventory, fixtures, point of sale, permits, deposits, and an opening payroll buffer. This is where you find gaps early and solve them before they turn into delays.
Use these guides to move fast: How to Write a Business Plan, Estimating Startup Costs, and if you need capital, How to Get a Business Loan.
- Open a business bank account and merchant services.
- Choose accounting software and set up a simple chart of accounts.
- Decide on payment types you’ll accept and test the setup.
Brand, Identity, and Go-To-Market
Your brand is how customers recognize you—signage, tone, and clean design. Keep it simple and consistent. Don’t overthink it; clarity beats clever.
Create a light but complete identity: a logo that works on your sign and your receipts, a website with hours and directions, and business cards for vendor meetings and local partnerships.
Use these quick guides as you build: How to Build a Website, Corporate Identity Package, Business Sign, Business Cards, and for outreach, Create a Marketing Plan.
- Decide how you’ll get customers through the door: local partnerships, events, and community outreach. See How to Get Customers Through the Door.
- Schedule a grand opening plan with a simple offer. See Grand Opening.
- Set pricing bands by category and brand, then align with your margin targets. Use Pricing Your Products and Services to tune your approach.
Insurance & Risk Basics
Some coverages are optional but wise; others are required when you have employees. What matters is that you’re protected before opening day. Ask your agent to tailor coverage to your lease, inventory value, and local requirements.
If you’re unsure where to start, use a checklist and price a few options. You’ll want a certificate ready for your landlord and vendors if they ask for proof.
Use this overview to frame a conversation with an agent: Business Insurance.
- General liability and property/equipment coverage
- Business interruption (where available)
- Workers’ compensation when you have employees (state requirements vary)
- Cyber coverage if you store customer data online
Suppliers, Purchasing, and Inventory Setup
Open brand accounts early—many vendors ask for your retail tax permit and store photos or a website. Confirm lead times and seasonal deadlines so you don’t miss back-to-school or winter boot windows.
Plan size and width runs by category, then set reorder points. Label everything the same way from day one—skus, sizes, colors, and widths—all consistent with your point of sale.
A few smart habits at the start can save you hours later.
- Collect resale certificates and keep them on file for vendors
- Test barcode labels and shelf tags for readability
- Use a simple cycle count schedule before you open
- Confirm Minimum Advertised Price rules where they apply
Pre-Launch Readiness & Go-Live Checklist
Treat your soft opening like a full dress rehearsal. Run real transactions, process mock returns, and verify sales tax settings. Fix anything that slows you down.
When in doubt, ask your local building department, state revenue agency, or Secretary of State. It’s normal to lean on professionals—bookkeepers, attorneys, or store designers—so everything is done the right way.
Use this checklist to finish strong.
- Compliance: entity registered; IRS Employer Identification Number received; state sales tax permit active; resale certificate procedures ready; employer accounts set (if hiring); required posters displayed; Certificate of Occupancy issued; sign permit approved.
- Store & Systems: fixtures installed; security cameras recording; point of sale live with tax rates; barcodes and shelf labels printed; returns/exchanges tested; card processing approved.
- Inventory: initial buy received and tagged; size/width dividers in place; backstock organized; reorders queued.
- People: staff scheduled; fit training complete; safety talk given; opening and closeout checklists printed.
- Brand & Marketing: sign installed; website live with hours and directions; business cards on hand; grand opening plan scheduled; outreach started.
If You Need Help, Get Help
You can learn the skills you need, and you can hire for the parts you don’t want to handle. Accountants, lawyers, designers, and technology providers work with first-time owners every day. Your job is to make sure the work gets done right.
Build a small circle of advisors you trust and check in as you move through each step. You can keep momentum without cutting corners. That’s how you open with confidence.
If you want structure for your support team, see Building a Team of Professional Advisors and Common Mistakes to Avoid When Starting.
101 Tips for Running Your Shoe Store
Use these tips to build a strong launch and a smooth first year. Each one is practical, short, and designed for real decisions you’ll make as you set up and run your store. Pick a few to execute each week—consistent progress beats big, stressful pushes.
What to Do Before Starting
- Define your niche and price bands early—athletic, fashion, work, comfort, or children—so your buying plan matches local demand.
- Walk competing stores at different times of day and count real foot traffic; confirm there’s enough demand to support your target sales.
- Build a startup budget and a working-capital buffer for at least three to six months of rent, payroll, and core expenses.
- Write a short business plan that covers assortment, size and width coverage, target customer, and finances you can sustain.
- Choose a legal structure that fits your risk tolerance and tax situation; consult a qualified professional if you’re unsure.
- Apply for an Employer Identification Number with the Internal Revenue Service before opening accounts or hiring.
- Register for your state’s sales and use tax permit before you make your first taxable sale.
- Set up your resale certificate procedures so you can buy inventory tax-exempt as your state allows.
- Verify zoning for retail use and parking with your city before signing a lease.
- Plan aisles, seating, and checkout to meet the Americans with Disabilities Act (ADA) access requirements from day one.
- If you’ll stock chemical shoe-care products, prepare for Hazard Communication under the Occupational Safety and Health Administration (OSHA) rules.
- Price insurance coverage for liability, property, and (if you’ll have employees) workers’ compensation as required in your state.
What Successful Shoe Store Owners Do
- Measure both feet with a Brannock device on every fitting and explain the result so customers trust your recommendation.
- Track sell-through by size and width at the style level and reorder only what proves it can move.
- Build relationships with brand representatives and learn order windows, allocations, and freight timing.
- Keep fitting areas spotless, well-lit, and stocked with try-on socks and shoehorns.
- Use a consistent receiving and labeling routine so boxes never hit the floor without a barcode and location.
- Follow each brand’s Minimum Advertised Price policy where applicable and document those rules for staff.
- Audit shrink weekly and focus cameras and Electronic Article Surveillance (EAS) on high-risk items.
- Train staff to suggest laces, insoles, and care products based on use, not pressure tactics.
- Refresh displays on a schedule tied to deliveries and seasonal needs so the store always feels new.
- Maintain a vendor binder with terms, return allowances, warranty contacts, and ship windows for quick reference.
Running the Business (Operations, Staffing, SOPs)
- Create opening, mid-shift, and closing checklists so every shift runs the same way.
- Write a receiving standard operating procedure (SOP): count, inspect, scan, label, and shelve by size and width.
- Standardize shelf tags and barcode formats so staff and scanners read them on the first pass.
- Configure point of sale (POS) tax settings and run test sales, returns, and exchanges before you open.
- Draft a clear exchange and return procedure aligned with your state’s rules and train every employee on it.
- Post required federal and state labor and safety posters where staff can easily see them.
- Set cash-handling rules: till limits, scheduled drops, dual counts, and end-of-day deposit timing.
- Keep a Safety Data Sheet binder for chemical products and show staff how to read and use it.
- Place mirrors and seating to allow safe movement and easy assistance during fittings.
- Calibrate and maintain foot-measurement devices on a set schedule and log each check.
- Run weekly cycle counts on key sizes and widths to catch errors before they snowball.
- Create quick-reference fit guides by brand last and width so new staff can serve confidently.
- Maintain an incident log for injuries, spills, or hazards and review trends monthly.
- Assign peak-time roles—greeter, fitter, cashier, stock support—so customers never wait for help.
- Prepare job descriptions and a simple training plan before you hire your first employee.
- Document cleaning standards for benches, mirrors, floors, and try-on supplies and audit them.
What to Know About the Industry (Rules, Seasons, Supply, Risks)
- Back-to-school and holidays drive the largest demand spikes; place orders months ahead to secure inventory.
- Winter boots and spring sandals move on weather cues; time deliveries to climate patterns in your area.
- Some brands set minimum orders or geographic protections; read contracts carefully before you sign.
- Once registered, you must collect and remit sales tax; filing frequency typically depends on volume and state rules.
- Use resale certificates correctly and retain documentation as your state revenue agency requires.
- If you employ staff, workers’ compensation requirements apply based on state thresholds—verify yours before hiring.
- Complete Form I-9 for each hire and keep it on file within required timelines.
- Display the OSHA “It’s the Law” poster and follow Hazard Communication if your staff can be exposed to chemicals.
- Children’s footwear is a children’s product; keep compliance documentation from suppliers and monitor recalls.
- Shoes are generally outside the Textile Fiber labeling rule; check applicable labeling rules for accessories and care products.
- If you import directly, understand duties, classifications, and country-of-origin marking rules to avoid delays and penalties.
- Confirm your sign permit and obtain the Certificate of Occupancy from your city before opening to the public.
Marketing (Local, Digital, Offers, Community)
- Claim and complete your online business profile with accurate hours, address, and store photos.
- Publish a simple website with location, brands carried, sizes and widths you stock, and current promotions.
- Collect email or text consent at checkout and send a welcome message with a clear benefit.
- Use local search phrases tied to your neighborhood and categories so nearby customers can find you.
- Create group discounts for schools, gyms, or employers tied to specific categories like kids’ shoes or safety footwear.
- Explain your fitting service in plain language so customers know why to visit instead of guessing online.
- Plan window displays around local events and seasonal needs to convert passersby.
- Track which offers work by using unique codes on receipts and reviewing results monthly.
- Run a structured grand opening with scheduled demos, limited-time bundles, and hours that match local traffic.
- Sponsor community teams or charity walks to connect products to real-world use.
- Use short videos to teach lacing techniques, break-in tips, and care basics customers can apply.
- Post in-stock updates for popular sizes and widths during peak seasons to prompt visits now.
- Ask for reviews after positive interactions and respond to issues the same day.
- Keep printed business cards with your hours and a helpful care tip customers will keep.
Dealing with Customers (Trust, Education, Retention)
- Greet quickly and ask how the shoes will be used; use the answer to narrow choices before bringing boxes.
- Measure both feet every visit; feet change with age, activity, and time of day.
- Explain differences in last shape, cushioning, and support in everyday terms so decisions feel easy.
- Offer a comparable alternative when a style is out; set a reminder to contact the customer when it arrives.
- For kids, allow reasonable growth room without compromising proper fit or safety.
- For work footwear, confirm employer requirements like safety toe or slip resistance before recommending.
- Teach simple care steps that extend shoe life, then suggest the right care products.
- Provide try-on socks and shoehorns so the fitting stays comfortable and hygienic.
- When someone reports discomfort, re-measure and check lacing and socks before suggesting an exchange.
- Keep notes on sizes, widths, and brand preferences to personalize future visits.
Customer Service (Policies, Guarantees, Feedback)
- Write a plain-English return and exchange policy that follows your state and local rules.
- Print your policy on receipts and display it at the register and fitting area to prevent confusion.
- Clarify in writing the difference between a defect and normal wear to set fair expectations.
- Send a short satisfaction message within a week of a first-time purchase and invite questions.
- Offer gift receipts with clear exchange rules so gift shoppers feel safe to buy.
- Handle warranty claims through brand channels and document timelines and results.
- Give staff authority to fix small problems on the spot within defined dollar limits.
- Ask one quick feedback question at checkout and fix the most common issue each month.
- Keep a private log of service issues and the training change that addressed each one.
Sustainability (Waste, Sourcing, Long-Term)
- Reuse or recycle shipping boxes and consolidate vendor packaging to cut waste and backroom clutter.
- Offer reusable bags and make paper the default when a bag is needed.
- Install energy-efficient lighting and shut off accent lights after close to reduce costs.
- Stock durable laces, insoles, and care products that help customers extend the life of their shoes.
- Follow local rules for disposing of aerosol cleaners and solvents and keep records of how you handled them.
Staying Informed (Trends, Sources, Cadence)
- Subscribe to a footwear trade association or retail newsletter that covers assortments, policy changes, and vendor updates.
- Check your state tax agency’s bulletins each quarter for rate or filing changes.
- Read Occupational Safety and Health Administration and Department of Labor updates that apply to retail workplaces.
- Monitor Consumer Product Safety Commission recalls for children’s footwear and accessories.
- Review Federal Trade Commission guidance on advertising claims before launching promotions.
Adapting to Change (Seasonality, Shocks, Competition, Tech)
- Watch forecasts and shift displays when temperatures change early or late for the season.
- Add buy online, pick up in store or local delivery if customers ask for convenience options.
- When shipments are delayed, substitute adjacent categories and update staff talking points the same day.
- If a competitor cuts prices deeply, emphasize fitting expertise and value adds instead of racing to match.
- Pilot e-receipts or handheld scanning to speed checkout and improve accuracy.
What Not to Do
- Don’t open without a sales tax permit and a reliable way to track tax by jurisdiction.
- Don’t sell children’s footwear without verifying that your supplier provides required compliance documentation.
- Don’t mix personal and business funds; use separate bank accounts from day one.
Sources: U.S. Small Business Administration, Internal Revenue Service, OSHA, U.S. Department of Labor, USCIS, U.S. Consumer Product Safety Commission, ADA.gov, Federal Trade Commission, U.S. Customs and Border Protection, FDRA, California Department of Tax and Fee Administration, Texas Comptroller of Public Accounts