World Footwear

Companies

Brown Shoe Company to become Caleres

Apr 17, 2015 United States
Brown Shoe Company to become Caleres
The US-based company will embark on a full scale rebranding operation. The company is also launching a new men’s footwear business under Brown Shoe Bootmakers brand
According to Brown Shoe the rebranding initiative aims to reach the “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”.

Diane Sullivan, CEO, president and chairman of the board of Brown Shoe Company, commented: “We’re excited about our rebranding initiative, which will use our history to fuel our future. 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.

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.

Brown Shoe Company will become Caleres following its annual shareholder meeting on the 28th of May.

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