The Roanoke-based manufacturer of custom-made orthotics, shoes and pillows has traditionally only sold its products through health care providers and in particular chiropractors.
But earlier this month the privately held company took the first step towards entering the retail world.
Foot Levelers was granted a building permit to remodel its front lobby to accommodate retail sales, according to city records.
Company spokeswoman Hilary Kelly told me that the plans are still in the early stages and she couldn’t provide details.
“We don’t even have a business license yet,” she noted.
But she said the initial thought is that they will sell products to “friends and family” of employees. She said company executives are still deciding what the final retail plans will look like and they haven’t yet worked out how people will be fit for their products.
“I can’t give specifics because the plans have not been set,” she said.