Bearpaw is officially unveiling its new apparel line for retailers.
The line of outerwear, which soft launched at the FN PLATFORM show in February, is comprised of jackets, sweaters and down vests. The women’s collection will retail for $45 to $120 at stores in the U.S. and South Korea. In the U.S., targeted retailers include ski shops in resort areas and department stores (Macy’s just picked up the footwear for fall). Wing’s Foot Korea has exclusive distribution for the brand in that country.
“This is a great line extension because the consumers have really gotten to know the brand in the last 18 months. All of my marketing efforts were geared toward educating consumers about our brand,” said Randy McKinley, VP of sales and marketing for Bearpaw. “Sooner or later, the sheepskin look is going to go away. This is a way for us to establish that longevity.”
Earlier this year the Citrus Heights, Calif.-based company told Footwear News that the goal for the inaugural apparel offering is meant to increase the brand’s retail base and grow the category to about 15 percent of overall business in 2010, and to 35 percent over time.