Genesco’s Dockers® Footwear Reboots Online Retail Store

NASHVILLE, Tenn. July 11, 2019 — Dockers Footwear launched its redesigned online retail store at, creating a streamlined shopping experience for customers using the Shopify Plus platform.

The Shopify Plus ecommerce platform offers scalability with a lower investment and the agility to meet customers’ evolving needs.

Built by ecommerce growth team Metacake, the new online store replaces an outdated online shopping experience built on a legacy platform with significant growth limitations and high maintenance costs.

“We want to provide the best online shopping experience for our customers who depend on Dockers® for quality, style, and comfort,” says Laura Van Sickle, Ecommerce Director of Licensed Brands, a division of Nashville-based Genesco. “In less than two months, Metacake helped us develop and launch the new store with our customers’ buying preferences in mind, giving us a fantastic platform for growth moving forward.”


According to the U.S. Department of Commerce, consumers spent $513.61 billion online in 2018 — that’s an increase of 14.2% from 2017. In fact, ecommerce sales represented more than half — or 51.9% — of all retail sales growth. With that in mind, Dockers Footwear business is now well-positioned for growth.

“Legacy retail brands have a tremendous opportunity to grow their online sales by migrating to a modern ecommerce platform like Shopify Plus and using the latest marketing technologies to understand their customers’ buying habits,” says Bob Strachan, co-founder of Metacake. “It’s a game-changer for brands like Dockers Footwear who want to rapidly grow market share.”

The Dockers Footwear online retail store features the company’s new Smart Series™ collection of shoes for men, including boat shoes, loafers, oxfords, sneakers, and boots.

Dockers Footwear is a division of Genesco, Inc.

About Genesco, Inc.

Genesco, Inc. (NYSE: GCO), a Nashville-based specialty retailer, sells footwear and accessories in more than 1,500 retail stores throughout the U.S., Canada, the United Kingdom, the Republic of Ireland, and Germany, principally under the following names and websites:

In addition, Genesco sells wholesale footwear under its Johnston & Murphy brand, the Trask brand, the licensed Dockers brand, and other brands. For more information on Genesco and its operating divisions, please visit

About Metacake

Headquartered in Franklin, Tenn., Metacake is a full-service ecommerce growth team that helps brands unlock massive revenue online.

A unique team of business experts, designers, ecommerce marketers, technologists, and brand storytellers partner with clients to help them achieve the next level of growth.

Learn more about Metacake and let the growth begin here.


Media Contact:
Julie Lilliston (on behalf of Metacake)
Julie Lilliston Communications LLC

Laura Van Sickle (on behalf of Dockers Shoes)
Genesco Licensed Brands

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