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SHOE CARNIVAL INC. Evansville, Indiana Retailer Steps Right Up To Higher Earnings It Also (Big) Tops Sales Views There's no clowning around in tough retail environment, so this firm is all business.(THE NEW AMERICA)

Investor's Business Daily

| March 01, 2002 | COPYRIGHT 2002 Investor's Business Daily, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: AMY REEVES

Over the past year, retailers have had to scale back their plans after the one-two punch of recession and Sept. 11.

Shoe Carnival Inc. is no exception. But it's one of the few that have managed to keep sales and profits growing even as its short-term ambitions have shrunk.

The firm, which owns 182 shoe stores throughout the South and Midwest, learned its lesson a couple of years ago. After a gangbusters spring season in 1999, it invested heavily preparing for another big one the next year.

But spring 2000 didn't turn out as big as the investment accounted for. Sales grew, but earnings fell three quarters in a row.

"Sandal fashions apparently didn't change enough to entice the customer to repeat the spending spree," Chief Executive Mark Lemond remarked in that year's annual report.

That and the weakening economy convinced Shoe Carnival to cool things off a bit. Its long-term plan was to increase its store count by about 20% a year.

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