COMPANY PROFILE
Q&A Cheryl Taylor, Editor, talks to David Bailey of Waldläufer
Tell us about your brand name? “Waldläufer” means forest walker. The company is based in a beautiful forested part of Germany. Selling the name is harder than selling the product. It’s a challenge to our Anglophone customers who have produced inventive versions including wildflowers, wonderloafers and even lufthansas.
What’s the story behind the brand? Our company celebrated its Golden Jubilee in 2010, marking 50 successful years in this niche shoe manufacturing business. However, this is no reason for us to complacently rest on our laurels. Quite the reverse, in fact. Waldläufer perceives the growth market intrinsic to the wellness industry to offer massive potential. On the occasion of its 50th anniversary, too, Waldläufer’s sights were firmly set on expansion – and remain so! Very early on, we recognised the signs of the times – and the course was set for successful market penetration. Today, Waldläufer is among the highest selling brands in the comfortable shoe segment. And with good reason: Waldläufer knows exactly how to marry aesthetic appeal with functionality – and does so with aplomb. And what’s more, the exceptional price-performance ratio offered has much to do with the shoes’ success both in the domestic market and abroad. Waldläufer exports comfortable footwear to a number of countries, including all European countries, the USA, Canada, Russia, Japan, China, Scandinavia, Australia, Israel, and Kuwait.
Do you have a brand philosophy? The foot is not simply a human limb, not merely a part of the locomotor system: it also serves as a messenger to the whole body. In the foot, as in the ear, there are reflex zones which are connected to distinct body parts or organs;
these are termed foot reflex zones. Such reflex zones are located all over the body – predominantly in the back. No wonder, then, that good footwear exerts a positive impact on people’s general wellbeing. An orthotically appropriate fit, sufficient freedom of movement, a supportive structure and a foot bed that permits a natural flexing action while walking – all these are distinctive features intrinsic to Waldläufer footwear. You can rely on the legendary German workmanship, painstaking selection of materials and outstanding fabrication processes that go into crafting Waldläufer footwear to give you the confidence to use your muscles, ligaments and joints freely. Less stress is brought to bear on the locomotor system, encouraging healthy and natural movement. And you don’t need to compromise on style, either.
How many pairs of shoes did you sell last year? Eight thousand pairs of shoes are manufactured daily, and around two million pairs annually. Millions of customers the world over delight in the outstanding comfort our shoes provide – shoes that are available in widths G, H, K and M.
What sets your company’s products apart from the rest? The snug heel design and removable foot bed are quality benchmarks that rank among our brand’s most prized features
Where are you based and where do you manufacture? Manufacture draws upon a wealth of experience, passed down from generation to generation. Products are handmade – in Europe, naturally.
How many people do you have working for you? Do you have a high turnover of staff? We have 2,500 employees across Europe, of whom 90 are based at the Schwanheim site.
And, your UK sales team? David Palmer, Stephen Smith and myself have worked together for more than twenty years selling to quality independent retailers, their combined knowledge of the wellness shoe sector is unbeatable. We are kept in order by Rosemary Bailey who manages the office. All reorders and queries are handled by her and Bärbel Lang at the office in Schwanheim.
How do you market your products? Do you use social networking? Sales are promoted through national agencies to quality independent retailers.
How do we contact you? Through our UK Agency:- Newton Footwear Agencies 3, Croft Hey, Edenfield Lancashire BL0 0SG Tel 01706 828799
dandrbailey@talktalk.net
14 • FOOTWEAR TODAY
• AUGUST 2012
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