In the center of La Serena, the shoe store Estrella Alpina is living her last days. Founded 65 years ago, it was a symbol of quality and tradition in the Coquimbo Region. However, new ways of shopping and digital competition made it impossible to sustain the business. Since the beginning of October, “total liquidation” signs cover the windows that for decades displayed shoes, boots and handbags.
This is the renowned Chilean shoe store that closes its doors
Renato Dalbosco, commercial manager of Balbosco Hnos, the company that owns the shoe storeexplained that the decision was not easy. “We have been here for 65 years, but times have changed. The social outbreak affected us, and then the pandemic ended up transforming the business model,” he said. Online sales and large chains imposed a different rhythm that family businesses could not follow.
The offers of the shoe store Alpine Star attracted crowds. The auction includes leather footwear, sandals, boots and sneakers with discounts up to 75%. For example:
- Shoes that cost $80,000 now sell for $20,000.
- Sandals that were worth $45,000 today are $15,000.
- Winter boots that previously fetched more than $100,000 are being offered for less than half that.
The farewell of the shoe store transcended borders. “They have called us from Madrid, Italy, Australia, Brazil and many regions of Chile. All with words of affection,” Dalbosco said. On social networks, the messages multiplied: “A huge shame”, “I always bought my shoes there” or “Thank you for so many years” were some of the most repeated reactions. He closing It not only impacts customers, but also the workers who were part of its history and accompanied the growth of local commerce.
Until the end of October, the shoe store It will continue to be open at Prat 690, inviting those who want to say goodbye to the premises. “We remain committed to our clients until the last day,” they wrote on their social networks.
