Outdoor-lifestyle brand Tretorn is about to take a step out of its comfort zone.
The more than century-old label, sold by Puma earlier this year to Authentic Brands Group, has named Marc Fisher Footwear its footwear licensee. The first collection under the footwear company will launch for fall ’16.
According to Authentic Brands Group President and chief marketing officer, Nick Woodhouse, Marc Fisher was a natural choice due to its shoemaking expertise and product flexibility. “What I love about Marc Fisher and the product he does,” said Woodhouse, “is he doesn’t pigeonhole a brand to just one category. Marc has the ability to respect the core of Tretorn while [also] scrape around the edges of what else it can be.”
For Marc Fisher Footwear, the partnership gives the company access to the growing athletic market. “This is a new category for the company and we see Tretorn as a good match for the current trending sneaker landscape,” said Susan Itzkowitz, president. “It’s iconic heritage combined with style and function is an enticing combination for our current retail partners. Additionally, we see it as a growth opportunity for our international strategy.”
While Marc Fisher Footwear will be tapping into its current retail distribution for distribution, Itzkowitz noted it will also explore new opportunities with sport, athletic, outdoor and specialty retail chains. And, she added, “[We] plan to build upon current Tretorn categories and well as add new approaches and classifications.”
The acquisition of Tretorn was Authentic Brand Group’s first footwear-focused brand, said Woodhouse, citing labels such as Adrienne Vittadini and Juicy Couture that play in a range of categories that also include shoes. “Tretorn is first and foremost an affordable luxury footwear brand and for us a new venture,” he noted.
To stay connected to Tretorn’s current customer base as well as introduce the brand to new ones, Woodhouse said a marketing initiative will be put into place in collaboration with Marc Fisher Footwear. Once the footwear gets off the ground, he said, Authentic Brands Group will explore other licensing opportunities.