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Shellys reclaims its London roots in store revamp

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.

Canada’s Own Shellys London Shoe Line

If you’ve admired the iconic British shoe brand Shellys London from across the pond and lamented its lack of presence on Canadian shoe shelves, then it’s time to get excited. As of this week, Shellys London only-in-Canada fall/winter collection will be available to purchase online and in select stores.

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The new collection will reintroduce Shellys London as the brand that was at the heart of London’s counter-cultural style—emerging in the later 1940s, they were the first shoe company to design women’s platform shoes and chelsea boots. With updates and new designs by Aldo Product Services, modernity has been injected into this new collection, while still taking its inspiration from both the heritage of the brand and today’s current street trends.

This 50-piece line, which includes burgundy chelsea boots, oxford creepers, iridescent platforms and electric-blue loafer pumps, will only be available in Canada through Little Burgundy, Hudson’s Bay and Capezio and ranges from $69 to $179.

Related: The D’Orsay Flats is a Style Steal

So, if you were looking to update your shoe closet and get a little piece of Brit history at the same time, check out Shellys London… and get the…

Footwear brand Shellys to be resurrected by Aldo

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…