Salamander to be operated by Ara and Wortmann in future

Published: 11 February, 2010

The Langenfeld-based Ara Group and the Detmold-based Wortmann Group want to revive the Salamander brand to build on the great success of the past. The two companies have agreed that the production and sale of shoes from the Salamander brand portfolio, in particular the well-known Salamander and Lurchi brands, should ensue within a joint venture to be founded shortly. Ara and Wortmann will each have 50% interest in the company, as they did in a+w shoes (Jana), their first joint venture, which has enjoyed success since 2000. The existing retail activities of the Salamander Group, which will also be run separately in the future, are not affected by this collaboration.

With a brand recognition rate of 83% (source: Brigitte Kommunikationsanalyse 2008), Salamander is by far one of the most renowned brands in the shoe industry in Europe. Ara and Wortmann want to make the most of this enormous potential with innovative market-orientated collections in the future. “The brands of the Salamander Group have an excellent image both in Germany and internationally, and we are pleased that we, together with Wortmann, will soon be able to make these brands available to specialist dealers again,” emphasized Tobias Zimmerer (Member of the Board of Directors of ara KG). Horst Wortmann (CEO of Wortmann KG) added, “This is a unique opportunity to channel a great brand to a new success under sound economic conditions. The combination of two experienced partners like Ara and Wortmann guarantees a high level of market competence and customer focus.”

As part of this collaboration, women’s, men’s and children’s shoes are to be launched on the international market. The brand relaunch will begin in the coming 2010/2011 fall/winter season with the long-awaited Lurchi children’s shoes. Development of the new collection has already been completed and received extremely positive reviews from selected specialist partners at an inofficial sneak preview. Furthermore, the outstanding expert Michael Eckford has joined the Salamander team and, as sales manager, will assume the responsibility for men’s and children’s shoes. He will be supported in the children’s division by Hermann Meyer, likewise an expert who is greatly respected in the industry, who will act as an advisor to the new team. After the children’s shoes have been launched, the men’s shoes will follow in the next season. The development of the collection has already begun and is being driven forward under the direction of experts from LLOYD. Finally, the Salamander relaunch will conclude with a new collection of women’s shoes.

Ara and Wortmann are firmly convinced that “Salamander and Lurchi represent a product range that will be very attractive to our existing and potential customers thanks to its high quality and good value for money. Our goal is to bring a wide range of consumers into the stores based on the extraordinary brand awareness and popularity of the Salamander and Lurchi brands with best-selling collections.”

Bookmark this

Cherry Blossom Goes Green with New Shoe Care Range
Cherry Blossom has launched a new collection of eco friendly shoe care products, allowing customers to shoe shine away whilst being environmentally friendly. The range offers water based, solvent-free formulations and propellant-free sprays, including weather and stain protectors, leather creams and suede cleaners which are all available in recyclable packaging
'FITTING' NEWS' - Summer 2012 - Another Warm Welcome from the President – Jan Parry
In my last column I was hoping for a hot – or even warm summer – not much luck so far I am sad to say, and as the last edition was just prior to MODA, I was also hoping to meet more of our members – fortunately I had better luck on that score! Thank you so much for coming up to say ‘hello’ to my husband Francis and I, it was lovely to meet you and chat about trade. We have since had our AGM and I embark on my second year in office – where does the time go? The Minutes of the meeting are available from our Secretary, so if you want to know how the SSF has performed over the past year, do request a copy. My address at the meeting was as follows:
Padders For Kids
Padders, with nearly 100 years’ experience of quality shoemaking, has extended its family to include Padders for kids at its factory outlet shop in Kettering. The shop has a relaxed atmosphere and is run by experienced and friendly staff under the management of Charlotte Lyddon. The best shoe fi tting service is available with quality brands including Geox, Lelli Kelly and Hush Puppies, in addition to the own Padders brand.
JEFFREY CAMPBELL UK
Laceys Footwear are delighted to announce they are now the official UK distributor for Jeffrey Campbell, the fastest moving brand in footwear that everyone is talking about. The meteoric rise of the Jeffrey Campbell brand in the las 10 years is nothing short of amazing, it is currently available in 49 countries and rising. Jeffrey Campbell styles are being worn by pop stars and movie stars including Jessica Alba, Rihanna, Sarah Harding and Jessie J most recently on the VOICE and the Graham Norton show.
Snuguns, Gripping the ‘Soles’ of the Nation
Snuguns are delighted to announce the launch of Grippa Socks. Supportive non-slip socks that protect, fit and support growing feet. Designed along the guidelines set out in “feet for life” by The Society of Chiropodists and Podiatrists, Snuguns Grippa Socks provide great grip with maximum comfort and flexibility. Grippa Socks help with the care of babies and children’s feet during crucial growing stages, from six months to four years!