Shoes step into fashion sector

SYDNEY: Sapato Imports has picked up a new footwear brand and plans to drive sales by bolstering its partnerships with the fashion retail sector.

The East Sydney based shoe importer and distributor has sealed a deal to act as exclusive Australasian distributor of US footwear brand Born, owned by Connecticut (US) headquartered footwear company HH Brown. According to Sapato director Steve Westheimer the move marked a comeback for the brand after a 10-year hiatus.

"Born had a couple of test seasons in Australia and New Zealand back then, but at the time it was thought best to concentrate on the US market. Now however there is an opportunity to return to this market with the proper support."

Retailing for $140 to $190, Born was a "leading edge lifestyle brand" that would be backed by extensive in-store POS material and had a strong future in the Australasian market despite current economic challenges, Westheimer said.

"It's got that hand crafted, sophisticated edge to it and is aimed at a style conscious customer; the type of lady who you might call a "pram pusher". She could be any age, but if she's 25 she'd be living in [high-end Melbourne suburb] Armadale and wearing her Born shoes to go to the footie at the weekend."

The Australasian range would comprise 15 womenswear and five menswear styles, representing "a consolidated collection of the best selling styles in Europe and the US," he said.

With showings starting this month, Born orders would be placed by the end of September with a retail release scheduled for February/March 09. Born's strategy was to target fashion boutiques as well as footwear specialists, he said.

"The Mum and Dad footwear stores are not as common as they once were, and there are increasingly opportunities for footwear wholesalers in the fashion sector."

The same strategy would most likely be applied to other Sapato Imports brands, including UK fashion brand Poetic Licence and women's brand Moda Spana, he added.

The Sapato Imports stable also included Brazilian brands Veronella, Romanelli and Luz Da Lua, as well as contemporary lifestyle brand Sugata and European brand Cruz.

Sapato would showcase its ranges across Australia at the European Footwear Importers Group fairs, starting in Sydney from July 6 to 10, and followed by all major cities across Australia, Westheimer said.

By Belinda Smart