Payless ventures into cosmetics

Payless Shoes has announced plans to add cosmetics to hundreds of its locations by creating new exclusive brands. I have some doubts, as expressed on a recent RetailWire discussion:
A broader and deeper assortment of accessories (handbags, jewelry, scarves and so on) would be a more logical extention of the Payless shoe franchise. Yes, Payless sells these categories online and in their bricks-and-mortar stores but it isn’t perceived as a “headquarters” business. So cosmetics might make a logical extension but it presents unique challenges:
1. Does Payless intend to handle cosmetics as a complete self-selection business or does it plan to provide service?
2. Does the company name (“Payless”) cause a brand disconnect with the type of imagery provided by successful cosmetic brands?
3. Is Payless well-positioned to execute a large-SKU and high-replenishment business like cosmetics?
I assume that Payless did the necessary testing before its ambitious rollout, so the results will be interesting to watch.

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