In addition to carrying the label’s signature collection of sheepskin boots, Bon-Ton will also sell Emu’s extended line of shoes and slippers — 18 different styles in all —during the fall ’10 season.
Fred Kraft, VP and DMM for shoes at Bon-Ton, said the retailer plans to place Emu on the high-end side of the boot business. “We have a good/better/best strategy in our fur and fleece category,” Kraft said. “We plan to position Emu as the best and promote everything else underneath that.”
Emu Australia will be available at all 250-plus Bon-Ton locations across the Northeast and Midwest.
According to Emu VP of footwear sales Liz Hall, Bon-Ton will be a great partner for the firm. “By representing the largest assortment of 100 percent Australian sheepskin boots and our strongest visual presence, [Bon-Ton] is now the Emu Australia headquarters of North America,” Hall said in a written statement. “You will not find this kind of commitment in any other department stores.”