Brown Shoe Company rebrands at Caleres
Corporate identities don’t get more generic than Brown Shoe Company which helps explain the shift to a new name but most customers won’t even notice.
Brown Shoe Company isn’t planning to change the name of its roughly 1,200 stores that operate under Famous Footwear and Naturalizer banners. Instead, the Caleres name and a new logo (the number 5 with stars on each side) is said to affirm the company’s evolving position in the marketplace. The 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, according to a statement by the company.
"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." Caleres is a name derived from the Latin word “calere” which the company defines as, “passionate, to glow.” In other words, pretty much the opposite of Brown Shoe.
The change is set to take effect at the conclusion of the company’s annual shareholders’ meeting on May 28. As for the logo with the “star 5 star,” it has been in use by the company since 1885 and is said to represent the company’s 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, according to the company. 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. It's a great opportunity to honor our heritage and organically grow our business, while filling a void in the marketplace,” Sullivan said. “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. 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."