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Under a new licensing agreement Aldo Group’s branded wholesale division, Aldo Product Services (APS), will design, sell and distribute Shellys London, beginning with the autumn 13 season.
APS’ general manager Nicholas Martire called Shellys an “iconic heritage brand” that would appeal to a new generation of shopper.
“The millennial shopper falls roughly into the 16-24 age group and is fashion savvy,” he explained. “The APS team has worked to anchor the brand back to its roots, positioning it as street fashion with mass-market approachability.”
The brand will be re-launched into Europe, the US, Canada and the Far East from August, reported Retail Week sister title Drapers. In the UK, key stockists include Asos, with Nordstrom stocking the range in the US and Zalando in Europe.
The average selling price has been lowered slightly from Shellys’ previous range to make it “a little bit more commercial” for the target customer. Average retail prices will range from £40 for ballet flats to £150 for boots.
There will be 90 SKUs available in the autumn 13 collection to appeal to each international market.
“We hope we can give the brand a slightly wider distribution than it has ever had before, particularly in…
There was a time in the 1980s and early 1990s that Shellys was considered one of the only high street footwear brands catering to a fashion-focused customer.
The British high street was at that time dominated by the British Shoe Corporation (BSC), the parent company of high street footwear mainstays Freeman Hardy Willis, Dolcis and True Form, none of which were thought to be offering anything exciting.
Shellys was seen in a different light. Operating as a wholesale brand and out of its three central London stores it catered to a consumer that could only previously buy fashion forward footwear from market stalls.
But by 2007 it was a very different story. Fashion footwear was everywhere. Footwear sales in the likes of Primark, Next, New Look and even some supermarkets was booming, and the brands which had once proved so popular were struggling as a result.
That was the year Shellys stores were shut, and in March 2008 the Shellys brand name and intellectual property was sold to Hong Kong-based footwear supplier Eternal Best Industries.
It still exists as a wholesale brand today but with nowhere near the notoriety and distribution it once enjoyed.
So the deal struck by Canadian…