Monday, September 06, 2010

Kumfs to Ziera: What’s a foot?

The New Zealand based company Kumfs are rebranding to Ziera to better engage a younger audience and increase overseas sales. The New Zealand and Australian stores will be renamed and branded Ziera. The name was chosen to appeal to multiple markets from Asia to Europe and North America. Kumfs had become more associated wth the older demographic but more recently the target audience has become younger. Ziera are working to enhance and develop the current range to include new and more innovative designs. The expectation is by expanding into the US and China the company will triple their global sales to over $200 million over the next five years. The company plans to expand its Kumfs owned and franchised stores from 43 to 125 over the same period and produce 1.5 million shoes by 2015.

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