ST. LOUIS--(BUSINESS WIRE)--Brown Shoe Company today announced the official launch of its rebranding
initiative, in affirmation of its evolving position in the marketplace.
This initiative will help focus the company on a renewed standard of
excellence, as it looks to best position its brand portfolio for
accelerated growth and global expansion.
“We’re excited about our rebranding initiative, which will use our
history to fuel our future,” said Diane Sullivan, CEO, president and
chairman of the board of Brown Shoe Company. “Our new brand identity
reminds us of the legacy we must preserve as we build for another
century of progress. Part of that identity is our name and mark, and
these two elements demonstrate the passion behind our 137-year-old
success story and help set the benchmark for the continued importance of
fit to our future.”
The name Caleres and the ‘Star-Five-Star’ mark, which is incorporated
into the Caleres logo, were selected to reflect the company’s history
and its passion for fit. Caleres was derived from the Latin word
‘calere,’ which translates to ‘passionate, to glow.’ The
‘Star-Five-Star’ mark has been in use by the company since 1885 and
represents its passion around fit and its continuing dedication to
creating the perfect fit for any lifestyle. Together, the name and the
mark represent the company’s vision to be ferocious about fit in
everything it does, whether it be in terms of production, style, trends
or service.
The company also announced the impending launch of its new men’s
footwear business, Brown Shoe Bootmakers. The brand will take an artisan
but rugged approach to men’s shoes and is set to launch in 2016.
“This is the perfect time to return the Brown name to its roots as a
consumer facing brand,” added Sullivan. “It’s a great opportunity to
honor our heritage and organically grow our business, while filling a
void in the marketplace.
“Our rebranding initiative, and the launch of our men’s footwear
business, help position us as a company with both a proud legacy and an
ambitious global vision,” Sullivan continued. “Our passion for fit, our
dedication to craftsmanship, and our business savvy are part of our
legacy, while our vision helps fuel our future. And, as always, the
consumer will remain at the center of everything we do.”
About Brown Shoe Company and Caleres
Following its annual shareholder meeting on May 28, 2015, Brown Shoe
Company will become Caleres. Caleres is a diverse portfolio of global
brands, which fit people’s lives: Family, Healthy Living and
Contemporary Fashion. Famous Footwear and Famous.com serve as our Family
brands. Naturalizer, Dr. Scholl's, LifeStride and Ryka represent our
Healthy Living brands. Our Contemporary Fashion brands include Sam
Edelman, Franco Sarto, Vince, Via Spiga, Diane von Furstenberg, Fergie
Footwear and Carlos Santana. Our brands are available in our over 1,200
retail stores, in hundreds of major department and specialty stores, on
our branded ecommerce sites, and on many additional third-party retail
websites. As a portfolio, our brands make Caleres a company with both a
legacy and a vision. Our legacy is our more than 130-years of
craftsmanship, our passion for fit and our business savvy, while our
vision is to continue to inspire people to feel good feet first.
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