Did you know Toe the Line has
been in business for more than 25 years? Over time Toe the Line has evolved into a full-service apparel, shoe,
and accessory haven for dancers, gymnasts, and skaters. 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.
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
