Karrimor footwear arrives in SA

Karrimor is introducing a footwear range into the local market which they believe will create a space on shelves for itself through quality and design.

Their SA supplier, Dunslaz Distributorship, is keen to take on the new challenge now that a new international supply chain is in place that will ensure that stock will be available at competitive prices. They can now also take advantage of the latest international designs in backpacks as well as footwear.

Simon Wilkinson, the UK-based international brand manager for Karrimor, came out to help them to introduce the footwear range to key customers. A former UK junior cross country and u23 track champion, Wilkinson now travels the world to ensure that all Karrimor distributors market product at similar price points, and that the international distributors follow universal guidelines for distributing product categories and ranges. The ranges have, for example, been designed in similar colours so that a customer can buy a whole outdoor outfit — shoes, clothing and backpack — that compliment each other.

Since 2004, when Karrimor was bought by Lonsdale Sports, a wholly owned subsidiary of International Brand Managers Ltd (part of the Sports Direct International Group) global sales have grown by 30-40%, says Wilkinson. Following a period of consolidation, the global strength of the new owners enabled the brand to expand their design, manufacturing and distributing capabilities. With sourcing from Asia, they are now able to offer product at a more competitive price point.

International Brand Managers also own Dunlop and Slazenger, the other brands distributed in SA by Dunslaz Distributorship. They will be selling the footwear range, due in August, into local independents as well as chains trading in outdoor products. “The outdoor independents will be a significant market for us,” says Steve Gallienne.

Judging by the number of enquiries from consumers who saw the footwear range while travelling overseas, Gallienne is confident that the Karrimor footwear range will do well. With Karrimor especially popular as a school pack in SA, he believes that the association with the brand and recognition of the name will extend to the footwear range as well. “When these kids leave school, they are already Karrimor customers. They are familiar with the name and trust the quality of its products.”

The footwear range has already been introduced to some SA customers through the Lillywhite’s store in Cape Town . According to their franchise license agreement, the new Retailcorp SA stores must stock a certain percentage of the Sports Direct International Group’s brands. Gallienne believes that this will help stimulate a demand for product in other stores.

Wilkinson is employed by Dragonfly Venture, Karrimor’s global licensed product developer and distributor. He describes the footwear range as technical, but not exclusive to the elite mountaineers. “We offer a big selection across all levels with sandals, approach (light hiking), as well as casual lifestyle popular categories.”

They will retail from about R800 to R1 300 for the top end product.

Arriving just before summer, the new range will comprise of a good selection of sandals. There will initially also be an emphasis on approach styles. Depending on market demands, other ranges will be added (Karrimor’s adventure running shoes are, for example, very popular in Japan and Asia).

Founded more than 60 years ago as a backpack and outdoor company, Karrimor was the first outdoor footwear manufacturer to use lightweight fabric instead of leather when they launched their ksb footwear range in 1980.

During the 1990s Karrimor introduced several other footwear innovations, for example a volume adjuster that ensures a better fit, and last year developed the award-winning X-Lite range of products — lightweight without sacrificing performance or durability.

There are several technological innovations that distinguish Karrimor’s footwear range:

• Fine Moulding is a technology that increases durability of boot fabric by about 50% (according to tests) without sacrificing breathability;
• Karrimor has formed a key partnership with Vibram, who exclusively develop outsoles specifically for certain of their models, offering a durable grip at a fraction of the weight;
• A new anti-bacterial support footbed features a high wicking mesh to aid breathability and memory foam that mould precisely to fit the shape of the foot and thereby reduce the likelihood of blisters;
• Memory foam is also used in the collars and tongues of some models. Even sandals have padded straps;
• Frameflex offers stiffness in the midsole where required, but flexes to enable a natural walking or running gait;
• The eVent® liner is waterproof and highly breathable, keeping feet dry inside and outside;
• Karrimor uses a wider last, suitable to the broader SA foot, and also developed a ladies range with a women-specific last.