This is a small, unassuming little shop tucked into a strip mall on Monona Drive, but they have a surprisingly good selection. My son has extra-wide feet, and this is one of only 2 full-service shoe stores in Madison(that I know of) that carry his size. The sales people are helpful and know their stuff, but never put on the hard sell(I’m as likely as not to hear that his shoes are fitting fine and in great shape, no need to replace them). Their prices are fair, and best of all, it’s on the east side, which seems to be more and more underserved by decent retail outlets.