ST. LOUIS, April 16, 2015 /PRNewswire/ -- Brown Shoe
Company (NYSE: BWS) today announced the official launch of its
rebranding initiative, in affirmation of its evolving position in
the marketplace. This initiative will help focus the company
on a renewed standard of excellence, as it looks to best position
its brand portfolio for accelerated growth and global
expansion.
"We're excited about our rebranding initiative, which will use
our history to fuel our future," said Diane
Sullivan, CEO, president and chairman of the board of Brown
Shoe Company. "Our new brand identity reminds us of the
legacy we must preserve as we build for another century of
progress. Part of that identity is our name and mark, and
these two elements demonstrate the passion behind our 137-year-old
success story and help set the benchmark for the continued
importance of fit to our future."
The name Caleres and the 'Star-Five-Star' mark, which is
incorporated into the Caleres logo, were selected to reflect the
company's history and its passion for fit. Caleres was
derived from the Latin word 'calere,' which translates to
'passionate, to glow.' The 'Star-Five-Star' mark has been in
use by the company since 1885 and represents its passion around fit
and its continuing dedication to creating the perfect fit for any
lifestyle. Together, the name and the mark represent the
company's vision to be ferocious about fit in everything it does,
whether it be in terms of production, style, trends or service.
The company also announced the impending launch of its new men's
footwear business, Brown Shoe Bootmakers. The brand will take
an artisan but rugged approach to men's shoes and is set to launch
in 2016.
"This is the perfect time to return the Brown name to its roots
as a consumer facing brand," added Sullivan. "It's a great
opportunity to honor our heritage and organically grow our
business, while filling a void in the marketplace.
"Our rebranding initiative, and the launch of our men's footwear
business, help position us as a company with both a proud legacy
and an ambitious global vision," Sullivan continued. "Our
passion for fit, our dedication to craftsmanship, and our business
savvy are part of our legacy, while our vision helps fuel our
future. And, as always, the consumer will remain at the
center of everything we do."
About Brown Shoe Company and Caleres
Following its
annual shareholder meeting on May 28,
2015, Brown Shoe Company will become Caleres. Caleres
is a diverse portfolio of global brands, which fit people's
lives: Family, Healthy Living and Contemporary Fashion.
Famous Footwear and Famous.com serve as our Family brands.
Naturalizer, Dr. Scholl's, LifeStride and Ryka represent our
Healthy Living brands. Our Contemporary Fashion brands
include Sam Edelman, Franco Sarto, Vince, Via Spiga, Diane von Furstenberg, Fergie Footwear and
Carlos Santana. Our brands are
available in our over 1,200 retail stores, in hundreds of major
department and specialty stores, on our branded ecommerce sites,
and on many additional third-party retail websites. As a
portfolio, our brands make Caleres a company with both a legacy and
a vision. Our legacy is our more than 130-years of
craftsmanship, our passion for fit and our business savvy, while
our vision is to continue to inspire people to feel good feet
first.
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SOURCE Brown Shoe Company