Brown Shoe Company embraces new name

Time for a change – Brown Shoe is to adopt a new identify.

Brown Shoe has announced that it is to rebrand as ‘Caleres’ – reportedly in line with its evolving position in the footwear marketplace.

“We're excited about our rebranding initiative, which will use our history to fuel our future,” commented Diane Sullivan, chief executive, president and chairman of the board. “Our new brand identity reminds us of the legacy we must preserve as we build for another century of progress. Part of that identity is our name and mark, and these two elements demonstrate the passion behind our 137-year-old success story and help set the benchmark for the continued importance of fit to our future.”

The new name and the ‘star-five-star’ sign (in use since 1885 and now incorporated into the new corporate logo) are said to have been chosen to reflect the company’s history and its mission to produce shoes which fit well. ‘Caleres’ is derived from the Latin word ‘calere’, which can translate as ‘passionate’ or ‘to glow’.

The company also announced the forthcoming launch of a new men’s footwear business, called Brown Shoe Bootmakers, due to begin trading in 2016.

Publishing Data

This article was originally published on page 2 of the June 2015 issue of SATRA Bulletin.

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