Footwear division opens pop-up store
A footwear brand from the area has opened its first North American pop-up store.
Branding in NYC
Cat Footwear, a division of Wolverine Worldwide in Rockford, said yesterday that it has opened the temporary retail space in New York for a week, until Oct. 28.
The store in midtown Manhattan is open from 11 a.m. to 7 p.m. daily.
Previously, the division, which includes the Caterpillar brand, has opened a handful of other pop-up shops overseas, mostly in Asia.
New Yorkers can browse Cat’s fall/winter collection at the shop, along with a few U.K.-exclusive styles, on the corner of 47th Street and Lexington Avenue.
Cat took over the retail space to host PR and consumer events to help raise brand awareness.
“Initially, we decided to use the pop up to host a series of small intimate PR events for the brand,” said Kelly Ballou, marketing director, Cat Footwear.
Ballou added that the division’s goal now is using the pop-up shop “to drive long-term brand heat and introduce new consumers to the brand.”
“We think it will have a lasting impact on sell thru for our New York-based retailers,” Ballou said. “The brand has momentum in the men’s and women’s lifestyle business in the U.S., and particularly New York. And with the help of our U.K. merchandising team to secure a few exclusive styles for the U.S., having the pop up during one of our busiest sales seasons seemed like too good of an opportunity to pass up.”
The division has 5,500 points of distribution in the U.S., and its distributors operate 150 Cat stores in nations across the globe.
Cat Footwear sold more eight million pairs of shoes last year in 140 countries.