INTERVIEW
T
he roots of the Salamander brand date back to 1885 when a young master shoemaker called Jakob Sigle opened his own workshop in Germany. In 1881, leather trader Max Levi joined him, and in 1903 they were further strengthened by Berliner Rudolf Moos.
Together, they realised their vision – to offer good shoes with excellent fit at affordable prices, and this philosophy still applies to the contemporary Salamander lifestyle brand today. The brand has a rich heritage, and since acquiring the Salamander brand at the end of 2023, it is now part of the AstorMueller Group, which also includes the shoe brand
TT.BAGATT and the license brand, Bugatti. The company has undertaken a full rebrand and repositioning exercise to define Salamander’s place in today’s market. It has shaped Salamander around a ‘modern simplicity’ philosophy – combining timeless design with premium materials and exceptional comfort. This approach ensures the product not only looks good, but also performs day in, day out.
In conversation with… SALAMANDER
High quality products that not only feel good but are also modern, timeless and long-lasting – this has been Salamander’s hallmark since 1899. And here, Tim Varrall chats to Footwear Today about the brand’s growing presence in the UK market thanks to its complete rebrand with a “superb initial reaction”…
26 • FOOTWEAR TODAY • AUGUST 2025
Salamander is managed and sold in the UK by Bench Grade Brands, a Northamptonshire- based retailer, wholesaler and sales agent for multiple footwear brands; it manages store concessions across the UK and Ireland, plus a busy wholesale business.
Tim Varrall is the International Sales Manager at AstorMueller and looks after Salamander in the UK. He tells Footwear Today that it’s been a “transformative couple of years” for Salamander, having completed a full rebrand and trialling the new concept in select markets with a “superb initial reaction”. He adds: “2025 has had its challenges of course; the retail environment remains tough – but the early reaction to our repositioned brand has been really encouraging. It’s reassuring to see the product and concept resonate with both retailers and consumers!”
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