Blowfish Malibu is not just for girls any more.
The footwear manufacturer, which has been a division of Caleres considering the fact that 2018, will start its very first boys’ selection this thirty day period, timed for the slide ’22 again-to-college period. The line debuts with 6 sneaker designs and will grow in spring ’23.
Scott Heitner, VP of gross sales for children at Blowfish Malibu, mentioned the model is looking to supply casual sneaker options for boys, filling a gap in the market remaining powering by main athletic labels like Nike and Vans that have minimized their wholesale accounts.
“Nobody is genuinely offering suppliers everyday boys’ sneakers, especially at an cost-effective selling price position,” said Heitner. (The boys’ shoes will retail for $30 to $40.)
Considering that Blowfish Malibu entered the kids’ industry in 2016, Heitner has seen the line acquire popular adoption in the family members retail channel. Latest companions contain Well-known Footwear, Shoe Carnival, DSW, Rack Place Sneakers and Off Broadway Shoe Warehouse, as effectively as Zappos.com.
He recalled that the turning position was when the brand unlocked its exceptional marketing level: printed canvas girls’ sneakers.
“Our 1st season we did takedowns of a number of women’s designs, and it was so-so. Then we commenced playing with florals and butterflies and tie-dyes, and it just exploded,” claimed Heitner. “That’s how our growth took off and now we’re in just about every chain out there.”
In actuality, he pointed out 80% of its again-to-university sales are for its printed canvas sneakers. So the natural way, the boys assortment will take a comparable path, concentrating on prints like “rocket ships blasting to the moon,” though also giving a number of solids to match college uniforms.
Laryssa Grant, senior purchaser for kids’ at Rack Home Shoes, said the brand’s style formula has worked properly in its shops. “Blowfish Malibu features Rack Space shoppers cool everyday product or service that embodies a coastal way of life. The merchandise is functional as properly as enjoyment,” she explained.
While she stated Rack Room has not nonetheless picked up the boys’ line, Grant included, “We would adore to have range added to our boys’ manufacturer matrix providing a lot more possibilities for everyday footwear desires.”
For Heitner, the transfer into this new classification did present a challenge in phrases of marketing. Blowfish Malibu has usually had an extremely-feminine brand identification and visuals. But just after seeing a favourable early response from vendors, the government decided to embrace the opportunity to evolve.
“We’ve pivoted to exactly where we’re turning into a life-style brand,” reported Heitner. “We’re going to transform the way we market the logos and all the things, so it is not just going to be pink for girls and blue for boys — it’s heading to be far more gender neutral.”