New p.w. minor store downtown designed to make it easier for you to buy locally made shoes

Oct 9, 2015

The product is Batavia made, so it should be Batavia sold, the way Andrew Young and Pete Zeliff see it, so they've opened up a downtown retail store for p.w. minor's shoes.

Not just seconds, but the full product line.

"That is something totally different from what the store was known for before," said Zeliff, speaking of p.w. minor's outlet at the factory on Treadeasy Avenue. "The store was always known for seconds and it was a discount store. We still have the factory seconds and all that, but we also offer everything we sell. All of our number one product is here in the store."

Young and Zeliff have been aggressive about growing the 148-year-old Batavia-founded business since acquiring it in August, 2014. They're moving manufacturing jobs from China back to Batavia and have hired top-tier professional product development specialists and designers.

As some of those new products are brought to market, they will be introduced in the Batavia store, Young said.

"It's neighbors making the product you're buying," Young said. "It couldn't be any neater."

The company has rented the retail space at 97 Main St. only through January. Young and Zeliff want to see how it goes before making a longer-term commitment. The store will be open Tuesdays through Saturdays, starting today.

While they are continually asked by people in the community where they can go to buy p.w. minor shoes, they aren't often making it over to 3 Treadeasy Ave. The owners hope the new location is easier to find and more top of mind.

"I've lived here for 60 years and I didn't know where 3 Treadeasy Ave. was," Zeliff said. "So we'll try being here on Main Street, being in front of people and reminding people as they walk by that p.w. minor is here, it's hometown, it's hometown jobs."