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The U.K. has been known to produce enduring royals, musicians and footwear brands. Since 1945, Shellys London has been a player in the women’s footwear market, adjusting to the ebbs and flows of fashion. And like all things that are cool and British, American consumers have clamored for the brand during peak fashion seasons.
Shellys London is out to revive its popularity in the States by reintroducing its au courant styles to a new generation of trendsetting women with a taste for big heels and individual style. Snowden Brothers, a private label company owned by former Topline Corp. executives (and brothers) Bill and Rick Snowden, took over the British company’s North American business a year and a half ago from Canada-based Aldo Group. With their experience leading fashion labels like Report, Bill and Rick are helping the company find its way once again.
In recent seasons, Rick Snowden said there’s been a need for more consistency in the delivery of the product, especially in order to compete with low-price, fast fashion labels that pander to Millennials’ thirst for instant runway looks. “We have a solid commitment with our factory. It’s our intent to deliver new product every two months, keeping…
Shoe retailer Shellys, acquired by Stylo Group last year, has rebranded its Oxford Circus flagship with new graphics, as well as switching back to its original name, Shellys London.
The design work was carried out by London-based consultancy Love Branding, which has also revamped the company's advertising and in-store communications.
Love Branding founding partner Doug James said: 'We were asked to communicate to Shellys' fashion-conscious customer the brand's heritage in terms of shoe design, and to help put them back on the map. The identity has gone back to being a signature, rather than a logotype.'
A Shellys spokesperson said that, following the Oxford Circus trial, the rebranding is to be rolled out to all 11 stores.
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…