Patagonia takes charge of shoe distribution in Europe
Wolverine World Wide has announced that it will hand over the distribution of Patagonia Footwear in European markets to Patagonia itself.
After five years of distributing and marketing the brand’s footwear across European subsidiaries, the move is part of an effort to capitalise on the growth of the Patagonia brand in Europe and to expand the footwear line.
The transfer will begin in the coming weeks to ensure a smooth transition, although Wolverine will continue to manage orders and support the business in Europe throughout 2010. Patagonia Europe, based in Annecy in the French Alps, will take over full responsibility for the spring-summer 2011 season.
Wolverine World Wide acquired the global license to design and market Patagonia Footwear in 2006.
Explaining the change, Patagonia Europe's Lucie Rey-Grange told footwearbiz.com: "Wolverine World Wide will still design our footwear. What has changed is that the marketing and distribution of our footwear products will now be our responsibility, but this applies only to Europe. The situation in the rest of the world will be the same as before."
On making the announcement, the director of Patagonia Europe, Holger Bismann, commented: “This is an exciting change and one that we believe will help Patagonia take our footwear distribution and European brand recognition to the next level. Our team is excited, and ready, to take the relay baton from Wolverine. Our immediate goal is to integrate our impressive footwear line into our strong, established distribution here in Europe. We will be working closely with our friends at Wolverine to ensure a seamless transition as we open this new chapter of footwear distribution.”
Wolverine World Wide has said it is set to release details about an addition to its outdoor footwear portfolio following the "exciting acquisition of a leading brand in the global footwear market".
