Did you know Toe the Line has
been in business for 25 years? Over time Toe the Line has evolved into a full-service apparel, shoe, and accessory
haven for dancers, gymnasts, skaters, and soon, for yoga and Pilates students. For those of you that have not been shopping
with us these past 25 years, (and there are many who have) you may find a trip down memory lane with us interesting.
Beginning in 1983 after working in the children's
retail clothing business for ten years as a sales clerk and eventually a store manager, Shirley Simon, founder of Toe
the Line, decided to go into her own business. She first opened Toe the Line in a kiosk in the middle
of Oak Mill Mall in Niles, with less than 200 square feet of space. At that time, the store carried boutique socks,
fancy hoisery, and adult exercise wear - only leotards and tights. All of the merchandise was sold from six showcases
and one round rack. Because of Shirley's astute buying, customer service, and knowledge of what her customers wanted,
Toe the Line was off to a fabulous start.
After six years of successful growth Toe the Line expanded to Town and Country Mall
in Arlington Heights, Illinois. Though less than 500 square feet, it had four walls and a storage room, making
it a breeze to close up at night! In addition to the already established footwear and adult exercise wear merchandise,
the store was now able to increase its product selection to include boutique children's clothing, children's leotards
and skate wear, and ballet and tap shoes.
As a sole proprietor, Shirley wore many hats; she did the buying, merchandising and accounting for the
store. Working with her customers to provide that special relationship, which has carried on to this day, was where
she spent most of her time. Early on, Shirley determined that one of the key factors to a successful business was its
Customer Service. Customers came from all over for Toe the Line's personalized customer service, unique
product selections, and discounting. Even today, these remain as the key business practices of Toe the Line.
With many years experience in the children's
retail clothing business, Pam Friedman, Shirley's cousin, joined the sales staff in 1989. Pam's immeasurable
sales abilities and experience helped to reinforce the customer service aspect of the business, and served as another role
model for the rest of the sales team. In 1995, after a year-long illness Shirley passed away. With the integral
help of Pam, who became a partner, Shirley's husband and daughters were able to keep Toe the Line in business.
To this day, Toe the Line is a legacy to Shirley as her family still owns a majority interest, including her three
grandsons!! Pam stepped in to become the Manager and Buyer and the business again was ready to expand.
In 1997 Toe the Line moved to an
1100 square foot store at Plaza Verde Shopping Center in Buffalo Grove, Illinois. Under Pam's management, a full
selection of dance shoes, dance wear, skate wear, accessories and gift items were added and we became the premier dance store
in the northwest suburbs of Chicago. As a matter of fact, due to our committment to customer service and wide selection
of merchandise that is always stocked, Toe the Line has customers who come from downtown Chicago, the North Shore,
the western suburbs, and the far northern suburban areas.
As our history repeats, we expanded once again. Still under Pam's management,
in October 2007, Toe the Line moved to a 1700 square foot store at Terramere Plaza in Arlington Heights, Illinois
(only one mile north on Arlington Heights Road). In addition to everything you had come to expect from our customer
service, custom shoe fitting, unique and vast product selections, Toe the Line has expanded its product selections
to include more of your active movement needs, such as Yoga and Pilates apparel and accessories.
We look forward to this next stage of growth
with excitement and will continue to value you, our customer, with the level of service and attention that you deserve.
Today, personal attention and building a lifelong relationship with customers is unique, but we have always been unique!!
We are eager to continue our relationship with you, your child, and now we can even say, some of your children's children!!
Thank you for your loyalty and patronage.
We hope you will continue to shop with us and spread the word about our new location.
Sincerely,
Pam, Sheri, Fran, Shirwin
