The appetite for South Australian-made Rossi Boots is very strong 15,000 kilometres away, in Denmark, Propel Group chief executive Caroline Elliott has revealed to Ragtrader.

According to Elliott, the brand’s wholesale customer in Denmark – which sells rural equipment and products to consumers all over Europe – described the popularity of the boots as “like Nike is to the sports world.”

This news is no doubt affirming for the Aussie brand as it looks to expand internationally in the coming year.

"We already sell Rossi Boots internationally, but international expansion, both on a wholesale level and a D2C level, is on the agenda," Elliott said.

This move will come once the business assesses how its D2C channel is performing locally, she added.

"Once we see the growth and sales levels through the Australian based D2C we'll look to extend that internationally.

"We also feel that Rossi Boots as footwear brand can play in a wider market than its traditional market, which has been the rural sector.

"There's a lifestyle element that it hasn't traditionally played in that we think it can go into," she said.

Propel Group – owners of fellow Aussie brands Driza-Bone and RB Sellars – purchased the Rossi Boots manufacturing assets in April 2020, following its earlier purchase of Rossi's IP and business assets.

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