The baby shoe brand, which was acquired by Lexington, Mass.-based Stride Rite in 2007, will now be branded as Robeez by Stride Rite. According to the company, the move is designed to better streamline Stride Rite’s product offering and make the different developmental stages of the collection more understandable for consumers.
“Robeez by Stride Rite will be Stride Rite’s first introduction to new moms in providing them with a full progression of shoes for every developmental step,” said Sharon John, president of the Stride Rite Children’s Group.
Robeez by Stride Rite will continue to offer its Soft Soles and Mini Shoez collections, geared toward pre-walkers and early walkers. The Robeez Tredz line, designed for more confident walkers, will be discontinued.