Simple truth behind Icebug expansion
Slip-resistant footwear brand Icebug has confirmed that it will open a new store in Stockholm in April, adding to the concept store it already runs in Gothenburg.
Norrlandsgatan in the centre of the Swedish capital will be the new store’s address. It will offer customers a shoe repair service as well as the full range of new Icebug collections.
Chief executive, David Ekelund, has told Swedish media that Icebug’s expansion is not the fruit of aggressive marketing, but results instead from a simple truth. “Our growth is down to the fact that we have a real solution to a real problem,” Mr Ekelund said. “People want to get out every day, even in slippery conditions, and to do so in shoes that are responsibly produced.”
He said the brand’s biggest competitor is not a rival shoe company, but the temptation people face of sitting at home instead of venturing out.
He said he aimed to increase the number of Icebug stores further and to take this message to markets where the brand remains little known, including the US and Canada.
Image: David Ekelund demonstrates the studded soles that make Icebug shoes safe to wear in wintry conditions.
Credit: Icebug/Stéphane Robin.
