Joy & Mario Targets U.S. Market

Joy & Mario Footwear is redoubling its efforts to grab attention in the U.S.

The Los Angeles-based juniors’ label, a division of Quanzhou Jiyou Shoes Co. in Hong Kong, has a presence in Europe, Asia and the Middle East, but after four-and-a-half years in business, it is headed stateside. “We have sold more than 5 million pairs of shoes [internationally],” said the firm’s SVP of footwear, Peter Davis. “The U.S. is the last frontier.”

Davis noted that Joy & Mario soft launched at FN Platform in August 2013, and its spring ’14 collaboration with graffiti artist J. Pierce has been picked up by Nordstrom.com, but the label will begin its big wholesale push at the trade show next month.

To that end, Joy & Mario is branching out from its roots in women’s canvas espadrilles to offer new silhouettes and categories, including its first men’s items, which will include leather chukka boots and other constructions.

Joy & Mario, retailing for $50 to $110, focuses on melding fast fashion, comfort and an ample assortment of exclusive fabrications, according to Davis. “Our fabrics differentiate us from other fashion juniors’ brands,” he said.

Davis added that the brand also aims to roll out at least two U.S. concept stores by the end of the year. “It’s part of the marketing plan that we have to introduce the consumer to the Joy & Mario lifestyle,” he said.

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