Program Includes the Latest Trends and Brands, Foot Measuring Service, Cross Promotion with OfficeMax(R) and Industry-First -- Extended Sizing on Key Children's Styles

TOPEKA, Kan., July 28 /PRNewswire/ -- The nation's leading specialty family footwear retailer, Payless ShoeSource(R), kicked off the all-important shoe-shopping season -- Back-to-School -- with a layered program including, as always, the latest seasonal trends; stronger-than-ever Payless value pricing on key children's styles priced under $10; its well-known kids' foot measuring service offered by Payless store associates; a cross promotion with new partner OfficeMax; and an industry-first -- extended children's sizing from the traditionally largest youth size of 4.5 up to size 6 youth in select styles across Payless children's brands including Smartfit(TM), Airwalk(TM), Champion(TM), American Eagle by Payless, Disney(TM) and Dunkman(TM).

The extended sizing program is the direct result of Payless listening and responding to its customers who conveyed feedback that they buy for children whose feet are adult-sized, but the fashion, styling and pricing of adult shoes makes it challenging to find the right styles for these kids. Payless is offering 20 boys, girls and athletic styles in sizing up to size 6 youth (equivalent to size 8 in women's and size 6 in men's) to address the feedback.

"Customers are telling us that kids are growing faster every day and we all know the importance of the right shoe size to healthy feet and development," said LuAnn Via, CEO and president of Payless. "Payless has always offered our kids' foot measuring service, and we are among a select few retailers to do so. We are thrilled to combine our always-available measuring service with our new extended-sizing program to help parents keep children in kid-appropriate styles and the right size this Back-to-School season."

In addition to size and style fit, Payless is always looking to fit parents' pocket books, too. Updating student wardrobes and school uniforms can put a strain on family budgets, so starting today Payless will be offering about 15 kids' styles -- including a classic boy's oxford and girl's mary jane, unisex court shoe, and slip-on canvas sneakers, among others -- at the reduced price of under $10 (starting at $8.99) a pair in all stores nationwide and Payless.com. The company has bolstered its inventory to support this special Back-to-School pricing available now through Aug. 10, while supplies last, on the select styles.

"We are always dedicated to offering great value, but we have worked harder than ever to offer special Back-to-School pricing to extend the Payless value promise to a whole new level," said Via.

Pricing at Payless in general averages under $20 an item for shoes and accessories from the Payless branded collection.