Shoe Carnival to rebrand as Shoe Station Group

Footwear and accessories retailer Shoe Carnival, Inc. announced on Thursday plans to change its corporate name to Shoe Station Group, Inc., reflecting a strategic shift toward unifying its retail operations under a single banner.

The company expects over 90 percent of its store fleet to operate as Shoe Station by the end of fiscal 2028, with the remainder to be evaluated for rebannering, outlet repositioning, or closure. Having completed 100 store conversions in fiscal 2025, the retailer anticipates that more than half of its stores will operate under the Shoe Station name by the back-to-school season in 2026.

“Today marks a pivotal moment for our company. Shoe Station is winning – growing comps, expanding margins and capturing new customers,” said Mark Worden, president and chief executive officer.

“The board of directors’ decision to approve the corporate name change to Shoe Station Group reflects our confidence in this banner’s potential and establishes our foundation for becoming the nation’s leading family footwear retailer.”

Preliminary third-quarter results highlight the brand’s momentum. Shoe Station posted a 5.3 percent increase in net sales, while the legacy Shoe Carnival banner saw a 5.2 percent sales decline, attributed to continued pressure on lower-income consumers. Overall net sales during the quarter reached $297.2 million, and diluted earnings per share came in at $0.53. 

As part of the change, the retailer anticipates approximately $20 million in annual cost savings by the end of fiscal 2027, while inventory investment is expected to decrease by 20–25 percent. 

“We are building a simpler, more efficient company with one team, one infrastructure, and one P&L that is expected to generate millions in annual cost savings, sharply reduce our inventory investment, and create a balance sheet built for both organic growth and strategic acquisitions,” added Worden.

Shoe Carnival is expected to report its full third-quarter financial results on Thursday, November 20.