Pajar Moves Into Retail

Pajar, known for its fashion and cold weather boots, has moved into retail for the first time with the debut of partnership stores in Europe.

Owned and operated by its European distributors, stores in Maarstricht, The Netherlands, and Antwerp, Belgium, bowed this month. Additional stores in Amsterdam, Berlin and Vienna, are set to open by mid-’11.

According to Jacques Golbert, president of the Montreal, Canada-based company, the line has been posting strong sales in Europe since its debut there two years ago, prompting distributors there to open the stores.

In addition to increasing brand awareness, the stores are used to merchandize the entire Pajar footwear offering that also includes shoes and athletic looks. A new licensed collection of outerwear for men and women, which debuted at wholesale in fall ‘10, will be included in the offering.

Golbert said the company is continuing to roll out new products for fall ‘11 with the launch of a children’s line of Pajar boots, set to retail from $70 to $90. A licensed collection of bags is also set to bow. Both will be sold in the Pajar stores as well as at wholesale.

Additionally, Pajar’s signed on as licensee for Italian comfort brand Stonefly for the U.S., effective immediately.

The entire Pajar offering, including Stonefly, will now be shown at its new showroom at 130 West 57th Street in New York.

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