Shoe Polish There's no business like this shoe business.

Make no mistake: Larry's Shoes wants to sell shoes. Inbusiness for almost half a century, this men's shoeretailer--which boasts 13 locations to date--prides itself firstand last on its merchandise. Yet there's more to Larry'sthan meets the foot.

"This isn't like any other shoe store," enthusesElliot Goodwin, 39, president of the Ft. Worth, Texas, company thatbears his father's name. No empty boast, this. To make shoeshopping enjoyable--a considerable marketing challenge, especiallywhen you consider Larry's primary customers are notoriouslyshopaphobic males--the company recently introduced the concept of"shoppertainment" in its stores.

Shopper what? Larry's treats its customers to suchattractions as a cappuccino bar, a foot massage parlor, and acelebrity shoe museum featuring items from Marilyn Monroe, EltonJohn and the like. "We enhance everything we can in the storeto set it apart from other retail shopping experiences," saysGoodwin.