On this episode of The Voice of Retail, host Michael LeBlanc sits down with Stephen Bailey, Chief Marketing Officer of Vancouver's John Fluevog Shoes—one of North America’s most distinctive independent retail brands.
For over 56 years, Fluevog has built a fiercely loyal customer community by doing something most brands struggle to sustain: staying unapologetically unique. With 20 stores across Canada and the United States, a direct-to-consumer model, and a decision to step away from wholesale, Fluevog has created a retail ecosystem built on scarcity, craftsmanship, human connection, and creative courage.
Stephen shares his 21-year journey helping shape one of Canada’s most iconic design-led retail brands. From creating limited-run footwear collections manufactured in small family-owned factories around the world, to nurturing a passionate global community of “Fluevogers,” he explains why being “not for everyone” has become one of the company’s greatest strategic advantages.
Michael and Stephen explore how heritage brands stay relevant without becoming trapped by their own history. Stephen shares why Fluevog refuses to chase trends, how the company balances creativity with commercial discipline, and why staying true to brand character has helped them navigate economic cycles, retail disruption, and changing consumer behaviors.
The conversation also tackles one of retail’s biggest current themes: AI and algorithm-driven commerce. Stephen offers candid insights on how niche brands can thrive in a world increasingly shaped by machine-driven recommendations, digital marketing automation, and platform economics—while still protecting the human side of retail.
They also discuss international growth, including Fluevog’s ambitious expansion into Amsterdam, the lessons learned from operating in global markets, and why physical retail remains the company’s most powerful marketing channel.
Perhaps most importantly, Stephen shares why community remains Fluevog’s ultimate moat. From in-store “Fluevogologists” delivering highly personalized service to customer interactions that dramatically reduce returns while building loyalty, Fluevog continues proving that in an increasingly digital world, human connection still drives extraordinary retail outcomes.
Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.
Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.
Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.
Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025 and 2026. Thinkers 360 has named him on of the Top 50 global thought leaders in retail. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.
Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.
