Manufacturing and Retail

Footwear brand expands into new category

March 17, 2017
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Wolverine Worldwide Merrell outdoor work boot
The Merrell Work line features boots and shoes for outdoor work. Photo via

A footwear brand is expanding into a new category by rolling out a new line.

Merrell, a brand of Rockford-based Wolverine Worldwide, a maker of footwear and apparel, said this week it plans to launch the Merrell Work line this spring and summer.

“Consumers have been asking Merrell to bring our proven outdoor performance footwear into the work/safety category,” the company said.

Merrell’s Work line includes a range of boots and shoes that merge “outdoor-ready performance with work-tested protection.”

Merrell performed in-depth consumer research and testing to develop the line.

The result is a specialized range of men’s and women's safety-toe footwear ready to “perform and protect in tough outdoor environments."

Linda Brunzell, chief marketing officer for Merrell, said the brand knows how to build “reliable, performance-driven footwear,” which can “stand up to the test of Mother Nature.”

“Now we are delivering that to the work and tactical market,” Brunzell said.

Steve Peterson, VP of sales for Merrell, talked about the sales strategy for the new line.

“With the ever-changing and challenging retail landscape, we have partnered with select key retailers who are experts in safety footwear and deliver a personalized consumer experience,” Peterson said.

The line will be available through U.S. retailers and is currently available exclusively on Merrell's website.

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