Cole Haan brand manager at True Alliance Adam Hendler details the process of bringing an international brand to Australia.
It starts with product.
Product is king and we absolutely love the Cole Haan product we have been seeing the last five years or so.
Some of the most exciting product I’ve seen from Cole Haan is in their running category.
Cole Haan has a long history in performance sports shoes dating back to the 1920s and I think they have knocked it out of the park with the latest range.
After checking out the product, the brand is the next thing that we take a deep look at.
In the case of Cole Haan; they have fantastic brand awareness globally and wonderful heritage in premium shoe manufacturing which customers really appreciate and this results in a solid loyal customer base.
From there, it’s really all about close collaboration between our teams to ensure we’re getting all the operational boxes ticked and ready to launch.
We are trading direct to consumer only for the launch, with the latest and greatest Cole Haan product available on the new Australian website.