How Tony Chiappetta built a 6,700+ retailer network—and the operational shifts helping stores stay profitable today
In an industry built on relationships, few voices carry as much weight as Tony Chiappetta.
A fourth-generation retailer and owner of Chiappetta Shoes, Tony has spent decades navigating the realities of independent retail. But beyond his own store, he’s become one of the footwear industry’s most influential connectors—bringing together thousands of retailers through his community, Shoe Dogs United.
What started as a simple Facebook group has evolved into a daily pulse check on the industry—where retailers openly share what’s working, what’s not, and where things are headed next.
Max Retail Co-Founder and CEO Melodie van der Baan sat down with Tony to talk about inventory, profitability, and what retailers need to do differently today to stay competitive.
Q&A with Tony Chiappetta
What made you start Shoe Dogs United?
“Shoe Dogs United started in 2017 when Facebook groups were really taking off. We saw it as an opportunity to bring people together. I started it after a shoe show, talking with reps, and it grew organically. Now we’re over 6,700 members. It’s been great for transparency in the industry and connecting the right people.”
What are retailers struggling with most right now?
“We’re all trying to sell every single customer all the shoes we’ve got at once. It’s about finding that balance—working together, building partnerships, but still competing. You’re not going to make everyone happy, and you have to be okay with that.”
What’s the biggest mistake retailers make?
“Not putting your customer first. You can love a product, but your customer might not. And even when you bring something in, if you’re not backing it with the right marketing, it won’t move. Awareness is everything—making sure you’re actually connecting with your customer.”
Before Max Retail, what did your inventory strategy look like?
“We’ve always done two clearance sales a year—first of the year and Fourth of July. But eventually, customers start to feel like it’s the same product with an extra discount. That inventory ends up sitting in the back and collecting dust.”
How has Max Retail changed the way you run your business?
“Anything that’s been discontinued for about a year, we run through Max Retail. It’s helped us significantly—we’re much cleaner from an inventory standpoint, and our clearance sales stay fresh.
Now we can focus on buying closeout opportunities for those sales instead of recycling the same product. You don’t want customers seeing the same inventory over and over again, sale or no sale.”
Who is Max Retail a good fit for?
“Honestly, everyone. Every retailer has dead stock. If you’ve got old inventory or broken sizes sitting in the back, it’s not doing anything for you. If you want to maintain margins and keep your store clean, it’s a great tool.”
How do you explain Max Retail to other retailers?
“It’s a clearance mechanism to keep your inventory clean and maximize opportunities. When you manage your inventory properly, your full-price business gets better.”
What do brands get wrong about it?
“A lot of vendors are hesitant, but the reality is this is a clearance mechanism. You’re not going to see widespread MAP violations. It’s about clearing inventory so retailers can buy again.”
What do you say to retailers who are hesitant?
“There’s no upfront cost—you’re just paying to play. You can try it, and if it’s not for you, you can stop. But if it works like it has for a lot of us, it’s a no-brainer.”
The Bigger Shift: Inventory Is Strategy
Tony’s perspective highlights a shift happening across independent retail:
Inventory isn’t just something to manage—it’s something to optimize continuously.
Retailers who stay clean, move aged product efficiently, and create space for new inventory are the ones seeing stronger margins, healthier turns, and better long-term performance.
About Tony Chiappetta
Tony Chiappetta is a fourth-generation footwear retailer and owner of Chiappetta Shoes, a 105-year-old independent retailer. He is the founder of Shoe Dogs United, a community of footwear professionals, and a leading voice connecting retailers, brands, and industry operators.
About Melodie van der Baan
Melodie van der Baan is the Co-Founder and CEO of Max Retail. A former sales rep turned retailer, she experienced the excess inventory problem firsthand and recognized it as one of the industry’s biggest inefficiencies. She co-founded Max Retail to help retailers and brands move unsold inventory with ease—so they can focus on their customers and protect their full-price business.
Want to keep your inventory moving?
Max Retail helps retailers turn unsold inventory into payouts—without disrupting your full-price business.
