New Zealand shoe manufacturer and retailer Ziera is set to rationalise its store network, as it expands its eCommerce operations.
The strategy will be spearheaded by newly appointed CEO Martin Bremner.
He will be supported by new chairman Andrew Robertson, the third generation of his family to run Ziera.
Since Bremner joined late last year, Ziera’s online sales have increased by 33% and the website is now its single biggest “store”.
About 70% of turnover is generated in Australia.
Bremner was previously CEO of Super Liquor Holdings, and is highly-regarded as a change management specialist, having helped transform a range of companies in New Zealand and off-shore.
“These developments are all part of the transformation Ziera is undergoing,” Robertson said.
“We are evolving from a traditional bricks-and-mortar specialty retailer to a digital-first omni-channel business, and Martin is leading the charge on our growth strategy.”
This approach means the company will only operate key flagship stores.
Consequently, three stores in Australia will close in July once their leases expire. They are in Bridge Road in Melbourne, Garden City in Brisbane, and Orange in New South Wales.
“Exciting times lie ahead for Ziera as we transform our business into an omni-channel retailer that provides customers with a convenient and easy experience, allowing them to shop however and whenever they choose,” Robertson said.
The brand will now be sold through the hugely-popular online retailer The Iconic’s marketplace channel.
Ziera has also appointed a new head of product design to drive ranging changes.
Rosie Jamieson has more than 20 years’ experience in footwear creation, much of it in her native United Kingdom with brands such as Hush Puppies, Sacha London and Hotter.
In New Zealand, the company has also forged an exclusive trading relationship with Foot Mechanics, which has 17 podiatrists working across 17 clinics throughout the country.
Each clinic will offer a core Ziera range instore and direct access to the website, making them one of Ziera’s biggest wholesale customers in New Zealand.
“We will always have flagship stores on the ground where customers can come in, check out the range and get fitted properly. But, once we have customised their footprint, their details can be stored online and they can then also buy with confidence from one of our digital channels,” Robertson said.