When Selling Ends, Buying Begins: How We Curate Each Season at Gormley Shoes

Ever wondered how Gormley Shoes always seems to have the right styles at just the right moment? It’s not luck—it’s careful planning, a bit of local know-how, and a lot of experience. Here’s a behind-the-scenes look at what really happens when one selling season ends and the next buying season begins.

From Selling to Buying—Why Timing Is Everything

As soon as the last pairs of a season are sold, we’re already getting ready for the next. The end of a selling season is actually the very start of our buying season. This is one of the best times to plan, because what worked—and what didn’t—is still fresh in our minds. We can clearly see which styles and brands flew off the shelves, which ones customers asked for, and which didn’t quite hit the mark.

How Do We Decide What to Buy?

• Reviewing Recent Sales: We look at what sold well, what underperformed, and why. If a style was a hit, we might order it in new colours. If something lagged, we dig into the reasons—was it the fit, the style, or just timing?
• Working with Brand Experts: We work directly with top European brands like Rieker, Waldlaufer, Grisport, and G-Comfort. Their sales teams are on the road all season, gathering insights from shops across the UK and Ireland. By the time they visit us, they know what’s trending—but we always remember that what sells in Scotland might not work in Strabane, and what’s hot in Cork might not suit our local customers.
• Local Context Matters: We know our customers and our town. We use past trends to guide us, and we often buy tried-and-tested styles in new colours, or add fresh options to a proven favourite.
• Building a Balanced Range: We don’t just chase the latest fads. Fads are like rockets—they take off fast, but often crash just as quickly. Instead, we focus on styles that stand the test of time and reflect the tastes of our customers. That means sometimes saying “no thanks” to the latest craze, even if it’s all over social media.

Why Don’t We Chase Every Trend?

Footwear—like fashion—has its cycles. Some styles skyrocket in popularity, then disappear overnight. We’ve learned over the years that chasing every trend can lead to disappointment (and unsold stock). Instead, we focus on quality, comfort, and styles that feel right for our community. This way, you can trust that what’s on our shelves isn’t just a passing phase—it’s chosen with care.

Market Segmentation—Not Every Shop Gets Every Style

Here’s something you might not know: some big brands don’t want their products everywhere. Certain companies, like Vans, segment their ranges—meaning only specific lines or limited editions are available to select shops, keeping things special and avoiding oversaturation.
For us at Gormley Shoes, it’s about carefully choosing the best options for our customers—balancing core favourites with the right mix of newness and exclusivity.

A Special Note on Rieker & Remonte—Partners Who Listen

One thing that sets Rieker and Remonte apart from every other brand we work with is their genuine interest in what happens after their shoes hit our shelves. They don’t just sell us their products and walk away—instead, they actively want to know what’s selling out in our shop.
Why does this matter? Because Rieker and Remonte use real-world shop data to shape their future collections. If a particular style meets a set 'sell through' figure (meaning it sells out or comes close), Rieker will keep it in their range for the following year. If it doesn’t, they’ll drop it. They’re also keen to track the performance of new styles: if a trial shoe does well in shops like ours, it might get a whole range of new colours next season.
It means our feedback (and your choices as customers) directly influence what Rieker and Remonte create next. It’s a win-win: we get ranges tailored to what actually sells, and you get more of the styles you love.

Final Thoughts

So, when you step into Gormley Shoes or browse our online store, you’re seeing the results of months of planning, careful selection, and a commitment to quality over quick trends. We’re always listening—so if you have a favourite style or want to see a new colour, let us know. Your feedback helps us shape every season.

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