4 5 6 8 10 12 FOOT FEB10 news:Footwear_Jan10_p4_8 02/02/2010 12:57 Page 8
NEWS
Salamander to be operated by
Ara and Wortmann in future
The joint venture will manufacture and sell Salamander shoes
The Langenfeld-based Ara Salamander is by far one of the competence and customer industry, who will act as an
Group and the Detmold-based most renowned brands in the focus.” advisor to the new team. After
Wortmann Group want to shoe industry in Europe. Ara As part of this collaboration, the children’s shoes have been
revive the Salamander brand to and Wortmann want to make women’s, men’s and children’s launched, the men’s shoes will
build on the great success of the most of this enormous shoes are to be launched on follow in the next season. The
the past. The two companies potential with innovative the international market. The development of the collection
have agreed that the market-orientated collections brand relaunch will begin in the has already begun and is being
production and sale of shoes in the future. “The brands of coming 2010/2011 fall/winter driven forward under the
from the Salamander brand the Salamander Group have an season with the long-awaited direction of experts from
portfolio, in particular the well- excellent image both in Lurchi children’s shoes. LLOYD. Finally, the Salamander
known Salamander and Lurchi Germany and internationally, Development of the new relaunch will conclude with a
brands, should ensue within a and we are pleased that we, collection has already been new collection of women’s
joint venture to be founded together with Wortmann, will completed and received shoes.
shortly. Ara and Wortmann will soon be able to make these extremely positive reviews Ara and Wortmann are firmly
each have 50% interest in the brands available to specialist from selected specialist convinced that “Salamander
company, as they did in a+w dealers again,” emphasized partners at an inofficial sneak and Lurchi represent a product
shoes (Jana), their first joint Tobias Zimmerer (Member of preview. Furthermore, the range that will be very
venture, which has enjoyed the Board of Directors of ara outstanding expert Michael attractive to our existing and
success since 2000. The KG). Horst Wortmann (CEO of Eckford has joined the potential customers thanks to
existing retail activities of the Wortmann KG) added, “This is a Salamander team and, as sales its high quality and good value
Salamander Group, which will unique opportunity to channel manager, will assume the for money. Our goal is to bring
also be run separately in the a great brand to a new success responsibility for men’s and a wide range of consumers into
future, are not affected by this under sound economic children’s shoes. He will be the stores based on the
collaboration. conditions. The combination of supported in the children’s extraordinary brand awareness
With a brand recognition rate two experienced partners like division by Hermann Meyer, and popularity of the
of 83% (source: Brigitte Ara and Wortmann guarantees likewise an expert who is Salamander and Lurchi brands
Kommunikationsanalyse 2008), a high level of market greatly respected in the with best-selling collections.”
Romika. Comfort on a firm footing
With significant growth you have a recipe for success! fashionability of this functional
experienced for the autumn “We are really delighted that and comfortable footwear in
2009 season, total volumes in our brand offering and close fantastic fabrics.
the UK and Ireland more than relationship with our customers The Romotion range
doubled, Romika is on a firm has allowed us to buck the presents patented
footing for continued success market gloom. We are very technology based upon a
with it’s new autumn 2010 positive going in to the new dynamic footbed. This is
collection. season that these strong growth integrated within the mid
Martin Ingram, managing levels will continue.” foot area of the outsole which
director of Romika in the UK and Romika comfort is integrated actively supports a natural way
Ireland attributes this success to into stylish product suitable for of walking. Attractive looking
a number of key ingredients. “A the worst winter conditions, shoes with a new technology for
heritage of superb fitting lasts, leisurely walking, town wear and healthy motion!
resilient PU injection work. Smart wedges sit The new ranges will be
construction and comfort built alongside dress and sporty flats launched at the key footwear
in at every level of shoemaking incorporating interesting supple shows:
is a great place to start. Add to leathers to wrap the feet in MODA Footwear,
this progressive and desirable comfort. Heritage Romika Birmingham 21st-23rd
design and top quality waterproof and machine February. Stand FK28 GDS,
infrastructure in production, washable boots are updated to Dusseldorf, 12th-14th March.
distribution and marketing and reflect the new found Hall 6. Stand B06
8
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FOOTWEAR TODAY
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FEBRUARY 2010
www.footweartoday.co.uk
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