Retail
Nike Threat Doesn't Scare Maker of ‘Archaic’ Shoe-Measuring Tool
- But demise of brick and mortar does worry Brannock Device Co.
- Custom devices now make up about half of company’s sales
Nike Inc.’s new shoe-sizing technology doesn’t worry the company that’s been measuring feet for 92 years.
The Brannock Device Co. manufactures the ubiquitous shoe-store contraption that you’ve almost certainly used but probably can’t name. It’s called the Brannock Device, and the people who’ve been selling them for almost a century say they’re more concerned with the demise of brick-and-mortar stores than a smartphone app that measures feet.