Brown Shoe aims to drive traffic with designer deal

Brown Shoe Company has added another big name to its big portfolio of designer brands.

The retailer says it will produce and distribute Diane von Furstenberg brand women’s shoes for the 2016 season through a new licensing deal.

“For more than four decades, Diane von Furstenberg has shared her sophisticated style with the world,” said Diane Sullivan, CEO, president and chairman of Brown Shoe Company. “This is a great opportunity, for both companies, to continue to build on an already solid and successful global lifestyle brand. Diane is such an inspiration to everyone and we look forward to making amazing shoes together.”

The New York-based Diane von Furstenberg brand was launched in 1972 by the designer of the same name. The company has 115 owned and partnered stores worldwide and a distribution network spanning 55 countries and 1,500 points of sale. DVF makes more than $200 million a year in revenue, according to Inc. Magazine.

“I love my legs, but I count on my feet! Nothing is more important than shoes for the confident, sexy woman on-the-go. I am thrilled to partner with Brown Shoe Company to bring this spirit to our shoe line,” said Diane von Furstenberg, founder and co-chairman of DVF Studio.

The contemporary collection will mirror Diane von Furstenberg’s feminine, effortless and classic styles. Distribution will be targeted to key wholesale partners, both domestically and internationally, where DVF ready-to-wear and accessories collections are sold.

It will be managed out of Brown Shoe Company’s New York office by Jay Schmidt, division president of Contemporary Fashion for Brown Shoe Company. Brown Shoe's brand portfolio reported net sales of $246 million in the fourth quarter, up from $233.5 million in the same period of 2013.

Brown Shoe Company is a $2.6 billion, global footwear company with over 1,200 Famous Footwear and Naturalizer retail stores.