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Dive Brief:
- Wolverine World Wide-owned Merrell and Sweaty Betty are launching a women’s hiking capsule collection together, according to a release sent to sister publication Fashion Dive.
- The line will feature footwear and bags as well as activewear basics including tops, bottoms and outerwear, per the release. Items will be available through Merrell’s e-commerce site beginning on March 26 and through Sweaty Betty’s e-commerce site as of April 2. In addition, the capsule will be sold at select retailers including Nordstrom, REI and Public Lands, plus the Canada-based Mountain Equipment Company.
- Wolverine acquired activewear brand Sweaty Betty in 2021. This marks the third consecutive year of collaboration between Merrell and its sister brand, and the first time the two have created apparel, footwear and accessories together, per the release.
Dive Insight:
Wolverine saw revenue slip across many of its key brands in Q4, including Merrell, which fell by 16.6%, and Sweaty Betty, which dropped by 7.6%. In addition, the company is in the midst of a corporate restructuring plan which the company said is expected to bring in $215 million in annual savings. The January 2024 sale of its Sperry brand, as well as last year’s sale and licensing of properties including Keds and its leather business, have signaled a move by the company to streamline holdings and reassess strengths within the company.
The expanded collaboration between Merrell and Sweaty Betty is also a signal that Wolverine is looking to further invest resources in women’s activewear.
“We know women are willing to try all sorts of methods when it comes to self-care and, together, our brands are championing the solution that the most available, long-term form of self-care is getting outside and moving your body,” Lindsey Lindemulder, vice president of marketing at Merrell, said in the release.
The collaboration will feature new versions of Merrell’s Moab Speed 2 hiking sneaker and its Speed Fusion Web sandal, as well as updates to two models of Merrell’s Crest bags. In addition, there will be Sweaty Betty-designed activewear including new models of the line’s Swifty Workout Tank, Power Bra, Power Cargo Short, Power Cargo Workout Legging, Athlete Seamless Workout Tee, 2-in-1 Hiking Jacket, Convertible Hiking Pant and Whisper Anorak. Prices will range from $30 to $200, according to a Wolverine spokesperson.
“We followed the creative direction of ‘rewilding’ which translates into a safari-inspired collection that manifests into a high concept collection of functional activewear, focused on the outdoors,” Catherine Tooke, Sweaty Betty’s chief product officer, said in the release. “The fearless, instinctive approach to bold colors and prints results in an explosion of cloths, saturated materials and texture.”
The Sweaty Betty brand has seen several leadership changes in the past year, including the June 2023 appointment of Melissa Mullen as global brand president and the February 2024 announcement of Kerry Williams as chief marketing officer.
Meanwhile, parent company Wolverine appointed Christopher Hufnagel as president and CEO in August 2023.
Last week, the company announced it was closing its Kentucky distribution facility, which will result in the layoff of 150 workers. In addition, Wolverine said in its latest earnings report that it’s expecting 2024 revenue between $1.7 billion and $1.75 billion, marking a 12.2% to 14.7% year-over-year decline.
via https://www.aiupnow.com
Lara Ewen, Khareem Sudlow
