The new boss at Texas-based shoemaker Heelys is promising some big changes. The Heelys wheeled sneaker for kids created a stir when it launched in 2000, but the novely has now worn off, with the company left with a plunging stock price and leadership turmoil in the past few years. The company posted a net loss of $1.6 million on sales of $12.4 million for the second quarter. On Aug. 1, Dallas advertising veteran Tom Hansen, 53, became Heelys’ fifth chief executive in two years. He says he has ambitious plans for the company, not least in making it relevant again. “I see us doing more online marketing, social networking and point-of-sale marketing at stores. In Germany, we have a dance team called “The Flying Steps” that gives demos and lessons at store openings. We plan to bring the team here in October or November,” he told the Dallas Morning News. Hansen said the company will launch new products to turn around falling sales – these peaked at $188 million and he says maybe only $50 million will be taken this year. New shoes he says will be lighter-weight and more athletic-looking when worn without the wheel and he did not rule out launching new ranges without wheels.
New Heelys’ CEO Puts Best Foot Forward
The company posted a net loss of $1.6 million on sales of $12.4 million for the second quarter.