Stride Rite Licenses Robeez Brand

The Stride Rite Children’s Group announced Monday it has signed a multiyear deal with Oklahoma City-based McCubbin to license its Robeez baby shoe brand. Spring ’13 will mark the first collection under the new agreement.

Sharon John, president of SRCG, told Footwear News the move allows the company to concentrate its attention on Stride Rite branded product within the pre-walker and early-walker size ranges. “[This is] where new moms are often introduced to footwear for their children for the first time,” John said.

To that end, Stride Rite is introducing a new baby collection, Crib & Crawl, as the first step in its Rite Steps system for kids’ various phases of development. The collection, which will be sold in department stores, independents and Stride Rite retail locations, is designed for babies’ first few months, from crawling through the early stages of walking. “[The Crib & Crawl line] enables us to more easily and clearly communicate the [message of] Stride Rite under a single brand and early in our Rite Steps program,” said John.

With the launch of Crib & Crawl, the Robeez line will be repositioned and returned to its roots as a gift-driven brand. “We have identified clear strategic paths for both Stride Rite Crib & Crawl and Robeez in terms of pricing, positioning, distribution, packaging, as well as styles and silhouettes that are designed to meet the needs of different types of consumers and shopping occasions,” said John.

McCubbin, which already produces hosiery for Stride Rite, will look to grow the Robeez collection within the gift store retail channel. In addition, the line will be updated with new styles and packaging.

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