Allen Edmonds’ Re-branding Embraces Its American Roots

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Allen Edmonds is polishing up its act. Starting this month, the upscale Port Washington, Wis.-based men’s footwear brand will unveil the results of an ambitious re-branding strategy that will touch all parts of the business. Everything from product and marketing to store design will be updated as the 96-year-old American heritage brand seeks to widen its appeal with younger men. The re-branding process was instituted shortly after the St. Louis-based Caleres Inc., purchased the Allen Edmonds brand for $255 million from the private equity firm Brentwood Associates at the end of 2016. At the time of the acquisition, Diane Sullivan, chief executive officer, president and chairman of Caleres, said the addition of Allen Edmonds to Caleres’ portfolio, which includes Dr. Scholl’s Shoes, Vince and George Brown Bilt in men’s wear, “allows us to rapidly increase our exposure in men’s footwear, solidifying a new revenue stream to drive overall growth. Allen Edmonds is a strong brand operating with a proven business model and we feel it is well-positioned for growth. Not only does Allen Edmonds have brand equity and a loyal customer base, its appeal extends beyond this base to yet untapped consumers. We think we’ve acquired one of the great gems in men’s

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