Complete Feet Earns National Spotlight

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A national publication recently recognized Complete Feet, a custom comfort footwear store, for its innovative retail-based business model. This new model has led to exceptional sales and the hopes for national expansion.

“I wanted to create a retail environment and have the ability to make custom orthotics on site, but not in a clinical type of setting like we have at Pedorthic Care,” he explained.

Complete Feet opened its doors in Birmingham on the first of March this year, and the custom orthotics store is already receiving recognition from a national publication, Lower Extremity Review. LER Magazine featured an article in its July issue about Complete Feet’s innovative business model, which offers onsite, custom orthotics capabilities in a casual, comfortable environment.

Complete Feet’s presence in LER Magazine solidifies, in an extremely short amount of time, the small company’s role as a leader in custom orthotics in the Birmingham area. The publication is an authoritative source for all lower extremity industry news and innovations, including orthotics, podiatry, sports medicine, and more. It aims to bridge the gap between orthotics, manufacturers, and customers. After only a few months in business, Complete Feet’s presence in this publication is a testament to its retail-focused approach to custom orthotics.

The comfort shoe store is owned and operated by Michael Duvdevani, who is a certified pedorthist. Before Complete Feet, he ran a comfort shoe store, The Shoe Inn, in the lobby of his clinic, Pedorthic Care.

"About a year ago," Duvdevani, said, "I decided to integrate both of these concepts. I wanted to create a retail environment with the ability to make custom orthotics available on site, but not in the clinical setting we have at Pedorthic Care."

This new approach to custom footwear has given Complete Feet a fun, relaxed environment. Duvdevani achieved this innovative concept, in part, by locating his store on 18th Street South in Homewood, which is a street lined with restaurants and stores near various medical centers. He also designed the store with showroom displays that would not be found in a traditional, clinical environment. By June, the success of this model was evident. Complete Feet was selling more than 100 pairs of shoes per week.

Duvdevani is hoping to expand on this success and turn Complete Feet into a national brand.

For more information on orthotics and custom comfort shoes, visit Complete Feet at or call 205-383-4369. The store is located at 2811 18th Street South, Birmingham, AL 35209.

Complete Feet is a full-service, pedorthic clinic and retail store specializing in healthy, high-quality footwear. To find the best possible solution, the professionals use a four-step process to evaluate, fabricate, fit and, lastly, follow up with each client. There is no other store in the area that offers on-site customization for comfort footwear.

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Lauren Lippeatt
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