Blundstone Expands its Market Focus in the U.S.

Blundstone, the original Chelsea boot since 1870 from Tasmania, Australia, is expanding its brand presence and commitment to the U.S. market with a brand relaunch in 2014. Key to the strategy is bringing the brand to life at retail through new product and retail display, increasing brand availability to U.S. retailers and establishing a lifetime guarantee for the U.S. market.

“The Blundstone brand has always found a home in the U.S. market with its consumer base that appreciates Blundstone for its authenticity, comfort and durability,” said Blundstone CFO Andrew Ross. “It is very exciting to take the business to the next level in partnership with our U.S. retailers, many of which have been with the Blundstone brand for three decades.”

As a commitment to product design, Blundstone will be developing newness for the U.S. market, delivering fresh, new styles seasonally and will continue to support Blundstone’s core styles such as the iconic Blundstone 500 series.

Blundstone is defining the brand at retail with a clear visual identity and in-store displays. As part of the brand’s investment at retail, Blundstone is rolling out an in-store display program for retailers that will improve its branded presence and visibility at retail. The program will feature branded tabletop displays and wall units, customized to retailer needs. In addition to the enhanced brand experience at retail, Blundstone is relaunching the U.S. website with easier navigation features as well as a tablet/mobile version. Additionally, an iconic, new box design, made from recycled and recyclable materials will roll out this year along with an all new trade show booth, designed by Instinct Laboratories, with a design that captures the rugged lifestyle representative of the brand.

Starting with the Spring 2014 season, Blundstone is increasing inventory available to U.S. retailers for prompt orders and re-orders through distribution with longtime partner Ralph Libonati Company.

By press release