Brown Shoe Company luxury brand launches e-commerce site

Brown Shoe Company-owned brand Sam Edelman is stepping into the digital arena. The footwear, accessory and soon-to-be apparel brand has launched a dedicated e-commerce site which will allow consumers to purchase online directly from the retailer for the first time.



The e-commerce site mixes a virtual shopping space with social media. Consumers can make purchases but also check out a “Samspiration page,” which showcases Sam’s design influences; a new blog from the voice of Sam’s Girls; and exclusive, behind-the-scenes footage from Sam Edelman’s most recent advertising campaign with 2013 Model of the Year Kate Upton.



“Adding an e-commerce element and expanding our digital presence allows our Sam Girl to access the brand directly online in a whole new way,” said Sam Edelman, founder and division president. “We know our customer loves social media — sharing what she’s doing and what she’s wearing — with her friends. She lives on Facebook, Twitter and Instagram and staying ahead of the trends online and communicating directly with our girl is vital to the growth of the Sam Edelman brand.”



Earlier this year, the brand announced the addition of a jewelry collection to its stable of accessories. The brand will expand into the apparel market fall 2014.