Wolver­ine World­wide Li­censes Stride Rite Chil­dren’s Brand to Vida Shoes

Shoes & Accessories - - The Month That Was Updates | International -

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.

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