- 08.06.2008 | Established Brands International Launches Inaugural Wenger Swiss Army Footwear Collection
- 07.21.2008 | Established Brands International Acquires Exclusive License to Wenger Footwear Brand
- Digital Downloads - High-res Images and Catalogue
The New Wenger Footwear Alps and Chocolate Lines Will Be Displayed at the Outdoor Retailer Summer Expo in Salt Lake City and the MAGIC International Marketplace in Las Vegas; Introductory Fall 2008 Collection Will be Available for Sale September 2008
SAN FRANCISCO (August 6, 2008) – Established Brands International today announced the launch of its inaugural Wenger Footwear collection, which consists of two separate lines: the Alps line of performance outdoor footwear and the Chocolate line of lifestyle outdoor footwear. The entire collection will bear the iconic Swiss Army logo, which Wenger SA, maker of the Genuine Swiss Army Knife™, has exclusively licensed to Established Brands for developing and marketing footwear worldwide.
The Wenger Footwear collection of 18 styles of shoes and boots in the Alps line and 13 styles in the Chocolate line will be on display this month at two leading international retailer conventions: the Outdoor Retailer Summer Expo, which will be held August 8-11 in Salt Lake City; and the MAGIC International Marketplace, August 25-27 in Las Vegas.
An introductory line of eight styles of shoes and boots from the Switzerland-themed Wenger Alps line will be available for sale in September 2008. The Spring 2009 collection – including all 31 styles in the Alps and Chocolate lines – will be available for sale at major retailers nationwide in February 2009.
“We are absolutely delighted to offer an exceptional new footwear collection that we feel is truly worthy of the legendary Wenger name,” said Ron Page, chief executive officer of Established Brands. “We are confident that The Alps and Chocolate lines will quickly become synonymous in the footwear marketplace with the legendary Wenger Swiss Army Knife’s high quality and functionality.”
All shoes and boots in the Alps and Chocolate lines will utilize Wenger Footwear’s proprietary, patent-pending approach to shoe building, including: molded insoles that adjust to the contours of the feet and promote air circulation/breathability; anti-microbial and anti-bacterial liners and insoles; anatomically designed foot bed, including extra cushioning; welded, seamless linings to prevent chafing and irritation; and other design and manufacturing processes to maximize protection of the foot.
“Beginning with the premise that a person only gets one pair of feet, we began with the foot and worked outward in creating our Alps and Chocolate lines,” said Read Worth, chief creative officer of Established Brands. “Working with world-class design and manufacturing teams, we have re-engineered the process of creating shoes to provide unparalleled levels of comfort and performance combined with contemporary styling.”
Additional information on each shoe in the collection can be obtained at the Wenger Footwear Website, www.wengerfootwear.com. The Wenger Footwear online press kit, which provides access to downloadable high-resolution images and a catalogue, is also available at http://wengerfootwear.com/v1/media_kit.php.
About Established Brands InternationalEstablished Brands International is a global creator of innovative, high-performance shoes, boots and socks. The company and its principals have led major product design efforts, branding initiatives and product launches for many of the world’s dominant brands – from Ralph Lauren and Fila to Ellesse, Sergio Tacchini, UGG, Teva, Puma, Nike and Wenger. Established Brands has offices in San Francisco, Salt Lake City and Portland.
Press Contact
Jacob Moon
For Established Brands
jacob@sorensoncompanies.com
801.520.2960
Established Brands International Will Develop and Manage All Aspects of the Wenger Footwear Brand, from Product Design and Development to Branding, Marketing and Distribution
SALT LAKE CITY (July 21, 2008) – Established Brands today announced that it has acquired the exclusive worldwide license to the Wenger – maker of the Genuine Swiss Army Knife™ – footwear brand, including all Wenger shoes and socks/hosiery for men, women and children. The inaugural Wenger Footwear line will be formally launched in August 2008, during the Outdoor Retailer Tradeshow in Salt Lake City.
Established Brands will be responsible for all aspects of the brand – product design and development, manufacturing, global marketing and distribution – for Switzerland-based Wenger SA, maker of the world-renowned Swiss Army Knife™. Wenger, founded in 1893, is now in its fifth generation of family ownership and management.
“We are deeply honored that Wenger SA has entrusted us with developing and managing all footwear for one of the world’s greatest and most distinctive brands,” said Ron Page, co-founder and chief executive officer of Established Brands. “We are fully committed to continuing the tradition of high quality that has been synonymous with the Wenger Swiss Army Knife for more than 114 years. The entire footwear collection will incorporate the same core qualities as the knife: remarkable ingenuity, functionality and craftsmanship.”
“The Wenger brand, with its SwissGear sub-brand, is extraordinary in that it crosses almost all socio-economic and lifestyle lines and resonates with people in virtually every market around the world,” added Tom Seavey, co-founder and chief operating officer of Established Brands. “The famous Wenger cross logo delivers a promise that everyone can feel good about, whether it’s an outdoor enthusiast buying our boots for a serious backcountry adventure, a high school student buying their first pair of hiking boots or a fashion conscious consumer enjoying our unique cross-over collection.”
Seavey noted that in market research performed in 2007 by KSA/NPD Group, a New York market research company, the iconic Swiss Army Knife cross logo achieved 93 percent “unaided awareness” recognition (i.e. people associated it with Swiss Army Knife and/or SwissGear without guidance), and received “very favorable” ratings from more than 96 percent of respondents.
The Established Brands leadership team – Page, Seavey and chief creative officer Read Worth – have a combined 60 years of successful experience leading a host of major product design and development projects, branding campaigns and product launches for the world’s preeminent footwear and apparel brands, including Ralph Lauren, Fila, Ellesse, Sergio Tacchini, UGG, Teva, Puma and Nike. Page was a principle of Deckers Outdoor Corporation which brought Teva Sport Sandals and UGG boots to the marketplace. Seavey was Nike’s top distributor and instrumental in the growth of Nike’s tennis line. Worth lead the largest design team at Nike, designed Dockers for Levi’s and served as creative director and general manager of the Ralph Lauren RLX division.
“This new relationship with Wenger is a tremendous opportunity for Established Brands, and our team is fully qualified and ready to take on the mission of extending the brand into the footwear arena,” said Worth. “Beginning with the premise that you only get one pair of feet in this lifetime, we are working with a team of designers and manufacturers that are as good as any in the world to create innovative footwear that truly takes care of peoples’ feet and embodies the multi-use and precision performance that meets the consumers’ expectations of this venerable brand.”
About Established Brands
Established Brands is a leading global developer of footwear, apparel and accessories brands. The company and its principals have led major product design efforts, branding initiatives and product launches for many of the world’s dominant brands – from Ralph Lauren and Fila to Ellesse, Sergio Tacchini, UGG, Teva, Puma, Nike and Wenger. Established Brands has offices in San Francisco, Salt Lake City and Portland.
Press Contact
Jacob Moon
jacob@sorensoncompanies.com
801.520.2960
Digital Downloads
DOWNLOAD 2009 WENGER FOOTWEAR CATALOGUEDOWNLOAD 2009 WENGER FOOTWEAR PRODUCT LINE SHEET
Eiger – The Wenger Eiger is the most technical of outdoor boots, offering a unique Active Inertia System that dissipates vibration at the midsole. Wenger, creator of the Original Swiss Army Knife, has entrusted Established Brands International with exclusive license to all aspects of the Wenger footwear brand, include product design, development, marketing and distribution.
Breithorn – The Wenger Breithorn, an outdoor-lifestyle crossover shoe, exemplifies the new line of footwear developed by Established Brands International, which has retained exclusive license to all aspects of the Wenger footwear brand, from product design and development to branding, marketing and distribution.
Monch – The Wenger Monch blurs the boundaries of performance and lifestyle. Wenger, creator of the Original Swiss Army Knife, has entrusted Established Brands International with exclusive license to all aspects of the Wenger footwear brand, include product design, development, marketing and distribution.
Corvatsch – The Wenger Corvatsch provides the comfort of an everyday walking shoe with the traction of a technical hiking boot. Wenger, creator of the Original Swiss Army Knife, has entrusted Established Brands International with exclusive license to all aspects of the Wenger footwear brand, include product design, development, marketing and distribution.