Footwear Insight

FINN COMFORT With a variety of product collections that target specific consumer needs, Finn Comfort is right at home with retailers who offer specialized service. "Not all product collections are designed for all consumers, but the independent retailer has the training and knowledge to fit their customer with the appropriate product," says Justin Orrell-Jones, president & CEO, Finn Comfort USA, Inc. Product Highlight: FinnMellow, the brand's latest collection, was introduced to expand the brand's Footbed options to include Super-So Footbeds in addition to the existing Regular footbed and Soft Footbed Collections. FinnMellow styles also have a new dual density outsole. Says Orrell-Jones, "e soer density midsole enhances shock absorbency while still offering excellent support for the foot. FinnMellow initially launched with just closed shoes but as of Spring Summer 2022, we expanded into sandals and slides and also men's. e response at retail has been tremendous." Strategic Insight: "e independent retailer is the primary means by which we reach the Finn Comfort consumer," says Orrell-Jones. "is means we do what we can to be a great supplier that prioritizes the independent channel. We believe Finn Comfort provides an increasingly unique opportunity for the independent retailer. That is, a brand with a very high-quality product, with very limited distribution, that cultivates very loyal consumers. We then enhance this value of the brand to the independent retailer by offering a robust stock program with no minimum order requirements. is allows the retailer to invest in inventory as needed and to tailor their selection of Finn Comfort products to meet demand." Like most manufacturers and suppliers, the brand has found "both production and transportation of product has become an especially serious challenge," says Orrell- Jones. "Consequently, to minimize the adverse effect this has on our retailers, we have been projecting even father out than normal, trying to anticipate their future stock needs. is means placing orders into production much earlier and trying to plan for transportation months in advance." TWISTED X One thing retailers will never see from Twisted X as a partner is complacency, says Prasad Reddy, CEO, Twisted X. "From our one-of-a-kind cell comfort technology to our revolutionary no-glue shoe, our team is consistently pushing the boundaries of innovation to put forth the best product possible," he notes. "As a partner, we would never try to push product on a retailer that will not sell or that must be marked down to be appealing." Product Highlight: Two Fall 2022 collections of note from the company include the next generation of the Twisted X Tech X footwear line, with a leather outsole, and a new collection of the recently rebranded Black Star Boots. e seven new leather outsoled styles in the Tech X line push the boundaries of comfort and durability, "reinventing the scale of comfort in Western boots," says Reddy. e new Black Star collection of women's boots, meanwhile, "captures the timeless style of western footwear with a hint of today's fashion influences to create the perfect blend of western wear and upscale fashion," says Reddy, adding, "Our pride is in our product and our mission continues to focus on creating quality footwear without sacrificing style for comfort." Strategic Insight: "We believe in being a true partner to our retailers," says Reddy. "e clearest way we demonstrate that is through Twisted X's decision to not sell direct-to- consumer. From the beginning, Twisted X was founded on supporting retailer partners by selling quality products that focus on comfort, innovation and sustainability. If we sell direct, we become competition for our retailers and that's just not right. When our retailers have success, we have success. It really is that simple." "We take pride in providing a hands-on approach with each partner, because while retailers have similar goals, they differ in the necessities needed to achieve them," continues Reddy. "Twisted X builds personal relationships and tailors support efforts to each retail partner based on their individual needs and challenges rather than offering a broad, one size fits all approach. Our goal is for everyone to succeed together. e best thing for Twisted X is for 42 • Footwear Insight ~ September/October 2022 footwearinsight.com Black Star Matador boots. Black Star is a Twisted X brand. Finn Comfort Moorea POWER IN PARTNERSHIP

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