DSW announced the completion of the company’s kids program rollout in time for the back-to-school season.

“We have been testing and perfecting our kids program in select markets the past few years, and are thrilled to launch this great program just in time for back-to-school,” said DSW Chief Operating Officer Michele Love. “This program launch is a great example of us listening to our customer. More than half of DSW’s 25 million VIP Rewards members have at least one child in the household, and they tell us they want to buy the whole family’s footwear in one place. By adding kids’ shoes—and a great selection of backpacks and lunchboxes—we’ve made it easier for busy moms and dads to find everything they need to start the whole family off on the right foot this fall.”

“When you’re buying for your child, you never quite know how to get a perfect fit. Parents want to make sure they’re getting value out of school shoes, so fit is everything,” said Love. “Customers can feel confident knowing our associates are trained to offer expert advice to ensure comfort—with a little room to grow.”