Fewer brands, more online, less Made In China. Wolverine, the US giant shoe company, changes almost everything in 2017

Fewer products Made In China, more e-commerce investment, faster delivery (especially in the USA), and a more efficient brand portfolio management thanks to a possible sale of some brands. These were the strategies announced by Blake W. Krueger, president and CEO of Wolverine Worldwide Group, which aims to achieve a 12% operating margin in 2018. The statements came after that, on December 16, the US footwear and clothing group sold for an undisclosed amount Robeez, a brand specialising in children’s shoes. This move could be just the first of several others that could affect the brand operated by Wolverine Worldwide including Merrell, Sperry, Hush Puppies, Saucony, Wolverine, Keds, Stride Rite, Sebago, Chaco, Bates, Hytest and Soft Style and licenses Cat and Harley-Davidson. Analysts put under observation Sperry and Sebago, both famous for producing boat footwear. Another confirmed strategy was the diversification of the supply chain: by 2017 more than half of the production will be carried out of China to cut costs. Meanwhile, Cat Footwear, one of the trademarks of Wolverine portfolio that sells 133 million shoes a year has signed an agreement with Premiere Distribution for distribution in Italy.

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