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Wolverine Worldwide enters into licensing agreements for Merrell and Saucony brands

May 9, 2024 United States
Wolverine Worldwide enters into licensing agreements for Merrell and Saucony brands
The US-based company has entered into a licensing partnership with Vida Shoes for Merrell and Saucony children's footwear and Centric Brands LLC for Merrell apparel and accessories
Vida Shoes International, a partner since 2017 as a licensee for the Stride Rite brand, has become the global licensee for Merrell and Saucony children's footwear. The company’s experience includes sourcing over 20 million pairs of kids' shoes annually across multiple categories. On the other hand, Centric Brands LLC, a leader in brand licensing with more than 100 partnerships, has acquired the global rights to Merrell apparel and accessories, including backpacks, bags, and hats.

“Merrell and Saucony kids’ footwear are beloved by active families around the world and have helped to create life-long Merrell and Saucony customers. By leveraging Vida’s deep experience with children’s products and our Stride Rite brand, we are confident we will build on these brands’ success. We are also excited about the potential to establish Merrell as a head-to-toe global lifestyle brand in partnership with Centric, which has a proven record of accelerating the growth of its licensed brands”, commented Chris Hufnagel, President and Chief Executive Officer of Wolverine Worldwide.

These partnerships, which are part of Wolverine’s ongoing strategic transformation into a brand-led growth company, will be managed by Bornie Del Priore, President of Global Licensing for Wolverine Worldwide. Del Priore has decades of licensing experience, including the company’s Hush Puppies and Stride Rite brands, as well as her previous leadership roles at Tommy Hilfiger and Ralph Lauren.


Image Credits: fashionnetwork.com

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