Timberland breaks with Sneakers to go alone in Brazil

São Paulo – since the beginning of the year, Timberland, one of the largest outdoor lifestyle brands in the world, has been giving its first steps in the country, with an operation own and many portfolio diversification plans and image renewal ahead.
A giant business trumps VF of Brazil, owner of the Lee, Wrangler and Kipling, the Timberland was purchased in January 2011 for 2 billion dollars and had not yet made any portfolio or modification of marketing in the country.
Brand name shoes, until then, were distributed by brazilian Alpargatas since 1996, when the Timberland started to be sold here. The rumors that the breakup would happen sprang up after the sale of the manufacturer to the J&S in November 2015, for 2.67 billion reais.
Currently, the brand has 13 stores in major cities, like São Paulo, Belo Horizonte, Fortaleza, Florianópolis and addresses that will be kept, but renovated – as well as the entire portfolio.
The idea is to enhance the product mix of clothing, shoes and accessories, in addition to promoting events in actions in an attempt to strengthen the relationship with your target audience, urban people who like adventures and outdoor activities.
The "flagship" of this renewal is the boot Yellow Boot, created in 1973 as a waterproof footwear for adventurers, used by celebrities like Beyonce and Kayne West.
The sustainable footprint in manufacturing continues. In 2014, 79% of footwear manufactured had recycled materials in your composition and more than 185 million PET bottles were transformed into products since 2009.