SYDNEY: MIE Distribution looks set to perform some fancy footwork at the upcoming Australian Shoe Fair (ASF).
The northern NSW-based importer and wholesaler will launch Danish women's shoe brand 2Shoes into Australia at the trade expo, which takes place in Sydney from February 15 to 17.
With prices averaging around $119.95 and comprising colourful leather shoes, 2Shoes was a new subsidiary of Copenhagen based company Shoeshoe, whose self-named canvas Shoeshoe brand – also showing at ASF – already boasts a small Australian following of around 25 stockists, confirmed MIE principal Hayley Buckner.
"Shoeshoe found there was a market for a very versatile, funky, Danish designed shoe in a leather design as well as their original Shoeshoe canvas designs. 2Shoes and Shoeshoe are a collection of vibrant shoes and boots launching colour onto urban streets internationally."
With average prices around $99.95, Shoeshoe fans included Princess Mary of Denmark, while the brand's 100 per cent waterproof and insulated boots were particularly strong sellers, Buckner said.
It was hoped print media editorials would boost interest in both MIE brands prior to ASF, she added.
"[In Australia] Shoeshoe has appeared in this month's issue of Frankie Magazine, and we have also gained interest from In-Style and Shop Till You Drop," she confirmed.
"We believe Sydney [ASF] will potentially offer fantastic accounts to carry both Shoeshoe and 2Shoes. We are also certainly interested in gaining [business with] a major retailer within Australia."