Modern
Day
1980s |
 In
1980 a new retail image was developed for both interiors
and exteriors and was piloted in Stranraer and then
carried out in Banff, Blairgowrie, Elgin, Inverness
(High Street) and Inverurie. Anstruther, Dingwall (pictured
right) and Fort William were relocated and modernised.
In the mid eighties the Buying Department was strengthened
and the new function of stock control developed. The
company’s own brand of childrens shoes ‘Tren-de
Fits’ was introduced to reinforce the high level
of service for children which the company seeks to provide.
Development had been restricted by lack of space in
the Warehouse and Head Office and in December 1978 No.1
Bell Street was acquired which, after much reconstruction,
allowed the Head Office to move into more commodious
quarters and provided a springboard for further development.
At the end of the seventies it was also evident that
a computer was necessary to cope with modern retailing
and a comprehensive computer system was installed in
1983/84. In 1991/92 this was replaced by an upgraded
system and electronic point of sale tills introduced
in all branches.
In 1985 the management structure was strengthened by
the appointment of chartered accountant, Colin Ross,
who became Financial Director in 1989.
In 1986 Ogilvy retired as Chairman but remained a non-executive
Director and Will retired as Joint Managing Director
but remained an executive Director. Paul was elected
Chairman and sole Managing Director. Sadly, Ogilvy died
in 1990.
As the eighties progressed the Warehouse at No.3 Bell
Street again became too small and an overflow warehouse
– a former jute warehouse – at No. 72 Bell
Street was acquired.  However
by the nineties even all this was inadequate and new
premises (pictured left) were purchased in Faraday Street,
Dryburgh Industrial Estate in Dundee and in 1992 the
company headquarters moved to the new premises.
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1990s |
Fifth Generation
 During
the nineties the company also concentrated on the development
of its staff. Training programmes based on personal
development and competence were developed. The company
received the Scottish Training Award and the National
Training Award in 1993. In January 1995 accreditation
was gained under the Investors in People initiative,
recognising organisations who reach high levels of excellence
through their commitment to the development of people.
Paul Smith’s son, Stuart (pictured right), joined
the company in March 1997 becoming the 5th generation
to follow in the family footsteps.
 1997
saw the company move into new areas. The Aberdeen shop
was converted to a discount format named Foot Factory,
with a new shop in Lochee, Dundee becoming the second
to open under this name.
1998 saw the introduction of a brand new look for DE
Shoes (pictured left at Inverurie). This allowed the
company’s wide range of footwear for all the family
to be more clearly presented in a pleasant shopping
environment. The look was successful and quickly rolled
out to Stranraer, Castle Douglas, Wick, Inverness, Dumfries,
Inverurie and Elgin.
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2000
-
|
The new Millennium dawned with the realisation that
retailing was entering a new era. The loss of profitability
seen in the last two years of the twentieth century
was not the result of a temporary recession but rather
the sign of a fundamental change. Globalisation, price
deflation, more competition and the growth of discount
retailing meant that the sales levels achieved in 1997
and 1998 became peaks and with costs continuing to rise
profits slumped.
Stuart Smith became a Director in June 2000, taking
on the role of Retail Director in 2001.
2001 saw the implementation of a profit recovery plan
which closed the five smallest branches of DE Shoes
and streamlined all departments. The plan worked and
2001 brought a welcome return to profitability and planning
for the future.
Over
the following six years much attention was given to
adapting the product range at DE Shoes to be consistent
with the company’s aim to be the best family shoe
shops in Scotland. New brands were successfully introduced
which reinforced DE Shoes as specialist shoe shops.
At the same time more branches were refitted to the
new look including Banff, Blairgowrie, Dingwall, Forres,
Fort William, Kirkwall, Nairn,St Andrews, Stonehaven
and Thurso. 
Foot Factory also went from strength to strength based
on the development of a revised formula for product
and price. The Peterhead branch of DE Shoes was converted
to Foot Factory (pictured right) in 2003 and Broughty
Ferry in 2005. The Foot Factory division had now become
a major part of the company’s business.
Will Smith, who had retired at the age of 82 in 1998
due to ill health, died in September 2002.
A succession plan is essential to any family business
and Stuart Smith was lined up to take on his father’s
role as Managing Director. He became joint Managing
Director with Paul Smith in 2005 and sole Managing Director
in 2006 when Paul retired after 28 years in the role.
In 2007, Stuart was active in growing the business by
the purchase of a long established shoe retailer, T.C.
Pottinger in Lerwick, Shetland and the opening of a
concession in the Highland Stores in Dunoon. This introduced
DE Shoes to new parts of Scotland where its formula
of family footwear and affordable brands proved very
popular. The Lerwick branch was given a total refit
at the end of 2007 and now shines brightly as the company’s
most northerly beacon.
 The
opportunity to play a part in the future of the company
and assist in its success appealed to Robert Sinclair,
grandson of Ogilvy Smith and in January 2008 he became
the second, 5th generation family member to work in
the firm. Robert (pictured left), is a qualified accountant
and has taken on the position of Business Development
Manager.
Paul
Smith continues as Chairman and looks forward to a future
for the company founded on its recipe for success over
so many years. This has been its ability to change with
the times, a keynote of which has been its consistency
of approach, good management and a determination to
make continuous improvements. Above all it has valued
highly both its own people and the customers it seeks
to serve. The company looks forward to continuing to
provide footwear for the people of Scotland.
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The present Board of Directors, in addition to reflecting
the family ownership of the business, contains a
depth of experience in footwear retailing and an
excellent mix of abilities. It comprises:
Chairman
Paul Smith
Managing Director Stuart Smith
Merchandise Director Bernard Prestwich
Financial Director & Company Secretary
Colin Ross
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