Wolverine Worldwide Licenses Stride Rite Children’s Brand to Vida Shoes
Parent firm Wolverine Worldwide Inc. announced it has signed a multiyear licensing agreement with Vida Shoes International for the nearly 100-year-old children’s brand.u nder the agreement, New York-based Vida will become the global Stride Rite brand licensee for footwear and other products, subject to existing licenses, beginning next month.in addition, Wolverine revealed the creation of the Wolverine Children’s Group, a new division that will focus on the strategic expansion of the Rockford, Mich.-based company’s children’s business under its various brands, among them Saucony, Keds, Sperry, Hush Puppies and Merrell.
Wolverine chairman, CEO and president Blake Krueger said Vida — which already oversees an expansive portfolio of kids’ brands including Carter’s, Oshkoshb’gosh and Hanna Andersson — is a great fit for Stride Rite.“wolverine has a long history of working with top partners to license and distribute our brands around the world,” he said in a statement. “Stride Rite is an iconic, premium children’s footwear brand, and this global partnership is the next stage in its nearly century-long history. Vida Shoes shares our mission to design products that kids love, while offering parents fashionable and functional options for their children. We’re confident they will be a great partner [in this venture].”looking ahead, the Vida team is targeting several growth opportunities for Stride Rite, according to Mcmanus. It aims to broaden the brand’s distribution by exploring new retail channels such as sporting-goods stores, while also entering different product categories and reducing promotional activity to strengthen the core collection.