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Famous Footwear is an American chain of shoe shops selling branded footwear, generally at prices below the manufacturer's suggested ones. It started in Madison, Wisconsin, as Neil's Factory Shoe Outlet and now trades nationwide. Its stores carry shoes for men, women and children from outside brands rather than own labels. The chain is a division of Caleres, the footwear company based in St. Louis, Missouri, and had more than 1,125 stores in 2010.