Accent Group has launched a new eCommerce venture designed for the kids market.
The footwear giant has launched The Trybe, offering a one-stop destination for shoes.
Accent Group chief digital officer Mark Teperson said the venture is a result of consumer market research.
“Shopping for kids shoes is tough, poor availability of brands, range and sizes, combined with inconsistent in-store service makes finding kids footwear a painful shopping experience.”
Key features include simplified sizing tools, as well as family accounts to allow kids to create their own personalised profile.
The personalised profiles allow them to add favourite items to a single click wish list, prompting a notification to send to their parent's account to complete the transaction.
The Trybe has based this on data that 40-50% of all kids shoe purchases are influenced by children 3-12 year olds.
Unique site features also include categorising product by age groups and size ranges, rather than by Boys and Girls.
Parents and kids will be able to shop across 24 footwear brands including Vans, Timberland, Adidas, Nike and Converse, with access to exclusive collections.
The Trybe has tackled the confusion of deciphering shoe sizes and conversions between brands.
Parents can simply measure their kids' foot at home and shop across all brands and all styles in centimetres in addition to traditional sizing.
All first time purchases on The Trybe will be covered by a free returns policy when they create a new account on the website.
The site will also offer free shipping on orders over $79.
The Trybe will cater to kids aged 0 to 12 years.