Here’s why Shoephoric, based in Abbeygate Street, Bury St Edmunds, and Ipswich Street, Stowmarket, is closing down its children’s department

A Suffolk shoe shop is closing down its children’s department because of a trend of ‘self-fitting’.

Shoephoric, based in Abbeygate Street, Bury St Edmunds, and Ipswich Street, Stowmarket, is currently holding a sale of children’s shoes, until May 11.

It is then set to rebrand and relaunch as Seibel.

However, Shoephoric decided to stop stocking children’s shoes in December, worried about a trend of parents ‘self-fitting’ for their children - rather than taking advice from trained shoe experts.

A notice at the time said: “We are sad to announce that Shoephoric will stop stocking children’s shoes and focus instead on a wider range of adults shoes and accessories.

“In the years that we have supplied children’s shoes, we have taken care to fit and advise local families on the best shoes for their children, from their first pair to their last pair of school shoes. We have loved watching your families grow up.

“Trading has been increasingly difficult over the year as fashions and behaviours have changed.

“Further, during the pandemic some of the biggest children’s brands, who we have stocked, encouraged families to “self fit” children’s shoes at home.

“While we strongly believe that a trained fitter will always do this job best as they have a knowledge of feet and the shoes, increasingly we have come across customers who believe that the length and width measurements shown on a fitting gauge will directly correspond to the shoe needed no matter who makes it or where it is sold.

“We have also experienced an increase in customers who will come in to be measured by our trained team members and then look online for cheaper alternatives to the footwear that we stock.

“Ultimately as a business continuing to provide this service has become unsustainable and we have taken the difficult decision to stop selling children’s shoes.

“All our current stock is now going into sale – we hope you get a bargain.”

Shoephoric has also announced that it is to rebrand as Seibel and will undergo a refurbishment.

The Bury St Edmunds store will be closed for refurbishment from Monday May 12 until Wednesday May 14. The Stowmarket store from May 19 to May 22.

The shops will not be stocking children’s shoes under the new brand.