In 1999, Nick Swinmurn was frustrated in finding the right size, color, and style of shoe. After
trying several stores, he felt there must be a better way. Stores carried a relatively small
selection of styles, and usually did not have a full complement of colors and sizes even for the
styles they did stock. This was not surprising considering the physical constraints of shoe stores,
the limited number of shoes that an average store could stock, and the small local population
served by individual stores.
But this was 1999, and the Internet boom was in full swing. If Swinmurn, who was an ordinary
shoe customer (not a shoe fanatic), was frustrated, it seemed likely that many others must be
feeling the same way. What consumers needed was a way to access a huge selection of styles,
colors, and sizes. Since none existed, Swinmurn decided to create one, using the Internet to
address the selection problems faced by traditional shoe retailers—despite having no experience
in retail, let alone the shoe industry.