Aigle’s new luxury boot reports positive sell-through

Published: 14 January, 2010

Launched as the ‘little black dress of the rubber boot wardrobe’, Aigle’s new luxury boot has reported 40% sell through in the first two weeks. The Miss Juliette, black story collection of limited edition premium rubber boots was launched exclusively in the UK through Kurt Geiger in Harrods and Liberty on 2nd November and has provided a point of difference in this increasingly influential footwear sector.

The styles, two of which feature Swarovski crystals, have attracted a high level of interest from customers and extremely positive sales figures to date. In addition to the Swarovski crystal styles (Nuit Etoile and Bracelet), the brand’s faux crocodile textured rubber boot (Croco) is performing strongly.

Andrew Geere, UK Commercial Manager for Aigle, commented: ‘We are delighted with the response from the UK consumer to this limited collection which is selling strongly through exclusive retailers world-wide.’ He added: ‘We have supported the launch with plasma screen advertising in-store at Harrods and the boots, which are handmade in France, all have a unique number which adds to their appeal.’

The Black Story is part of Aigle’s ongoing strategy to establish the brand in the luxury lifestyle sector, complementing its existing core business within the outdoor lifestyle market, where it is world leader in premium rubber boots. The Miss Juliette black story retails from £130-£300.

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