J41 Shoes – Vida Shoes International is taking a larger bite from the females’s convenience market. Fueled by the success of its J-41 line of adventure-inspired looks, the New York-based business presented a sis brand last springtime as well as is currently stepping into the thriving barefoot category.
Jambu, the company’s new companion label to J-41, launched for spring ’10, after monitoring saw a chance to broaden its circulation by going upmarket. (J-41 has actually been around for virtually a years.).
Athletic-inspired Jambu is targeted to costs independents, specialized shops, outdoor merchants and boutiques. As well as the even more value-driven, weekend-focused J-41 line focuses on outlet store and big-box chains, consisting of Macy’s and also DSW. Independents formerly marketing J-41 have actually currently transitioned over to Jambu, claimed David Jonah, GM for the brand names.
” We see ourselves as a $100 million [business] within 5 years,” he claimed, noting that he anticipates double-digit sales increases in 2010.
However, to reach the long-term objective, he added, the firm recognized it required a “multidimensional platform.”.
Though priced differently– J-41 retails for less than $100 and Jambu varies from $99 to $189– the brand names share the exact same design philosophy, with Hanna Shin heading the design team.
” We integrated with each other outdoor, sports as well as comfort,” claimed Jonah. “All our attention is paid to the energetic lady. She could be a runner or a yoga exercise instructor. She’s outdoors living life. We wish to connect with these people.”.
To further identify the two brands, Jambu will currently offer a green element, outfitting some looks with recycled outsoles as well as textiles. As well as regarding 5 percent of the line is vegan. “It makes some people feel great that we’re not using pet items,” Jonah claimed.
In addition, a concise collection of children’s styles under the Jambu label are currently marketed with Garnet Hill, REI and Hanna Andersson.
Jambu likewise will be the launching pad for brand-new innovations that may at some point flow down to J-41. First up is the Bare Feet Designs collection of minimalist shoes, set to debut for springtime ’11. Not to be perplexed with the barefoot running fad, claimed Jonah, the line rather is meant to suit the growing health group. The feeling [of the shoes] is the item’s chief objective, he added.” [That’s] one of the most essential component of wellness.”.
While Bare Feet Designs doesn’t promote a list of health and fitness functions, it does have its benefits, added Jonah. First and foremost is that it allows the body to utilize its very own energy to workout.
Bare Feet Styles shoes, priced at $99 retail, can stand for as much as fifty percent of Jambu’s company in the future, anticipated the exec. “It’s good for the body. It’s suggested for daily life. It’s an essential item of just what we’re supplying in outdoor-adventure,” he said.
The company’s development has actually suggested an increase in wholesale accounts. J-41 had an independent base of 600 shops, and also Jambu has currently included another 100 stores, said Jonah.
Amongst the newbies is Alan’s Shoe Home in Tucson, Ariz. Alan Miklofsky, president as well as Chief Executive Officer of the seller, said he was stunned by the instant success of Jambu. “It just started selling and also selling, and also the staff loves it,” he stated. “It interest a middle-aged to older consumer, despite the fact that it’s a more youthful- [styled] brand name.”.
Leslie Butler, VP of retailing for Schuler Shoes, a Maple Grove, Minn.-based chain, said Jambu’s charm comes from its concentrate on enjoyable design and colors and such attributes as memory foam footbeds. “They’re fashionable, but still comfy,” she said. “The consumers are energetic, girls, although it transcends to older individuals.”.
Schuler Shoes has been bring J-41 considering that 2004, and according to Butler, the shop has actually progressively boosted its selection with the brand. “My business [with the business] has been growing every year,” she stated. A vital design has been the Tour Trip, a wedge differentiated by the brand’s signature floral detail.
Tops for Shoes, in Asheville, N.C., began offering J-41 2 years ago before relocating into Jambu. Alex Carr, proprietor and also head buyer for women’s, stated both lines match the particular niche also occupied by Merrell and Keen.” [J-41 as well as Jambu are] laid-back and sturdy, with an outside sensation, but not efficiency,” he claimed.
The dressier styles, such as the new Jambu Touring sandal wedge, have additionally expanded the brands’ design range, he included. “Lots of interest is given to the detail, with delicate flower [embellishments] on the outsoles.”.