Sperry Top-Sider lands at Citadium, Paris

By

Olivier Guyot

Published
Apr 29, 2016

Sperry Top-Sider wants to expand in Europe. The U.S. brand specialised in boat shoes, owned by the Wolverine Worldwide group, is still little-known on the European market, where it has been active only for a few years, and notably so in France.

To plant a pin on the European consumer map, the brand has decided to go on the attack. After enjoying several successful collaborations, especially with European labels, Sperry is focusing on a strong in-store presence and raising its profile with pop-up stores in Europe.

"The brand is celebrating its 80th anniversary this year. It was the ideal occasion to showcase our identity, said Noah Bernard, in charge of the brand's European expansion. We now have six pop-up stores in prime locations. We have a presence through temporary stores, as in Amsterdam, but also high visibility inside retail specialists such as Size in London and Citadium in Paris."

Inside Paris' streetwear department store, Sperry Top-Sider has presented its history on the building's first level, by displaying its historic models, some original treatments and also highlighting its collaborations. The installation has a nautical inspiration and will be operational until 7th May.

These initiatives are designed to increase the brand's influence and notoriety. "The brand accounts for 60% of the worldwide boat-shoe market, explained Noah Bernard. It is not the case here. In Europe, we perform well in Benelux. We have different levels of execution, but the annual rate of increase is in the order of 25%. In 2016, we have focused our priorities on the UK, France and in Benelux, where the brand is doing well."

In France, where it has been available for three years only, the brand claims about sixty stores.