Issue link: https://viewer.e-digitaledition.com/i/1518043
footwearinsight.com March/April 2024 ~ Footwear Insight • 13 Comfort, and Doug Hintze, a veteran outdoor industry footwear designer. Landed is currently sold online (landedfootwear. com) and at select retailers. Anderson says, "We plan to continue to grow our retailers, but plan to keep it very selective as we want to protect the brand as well as protect the retailers that we work with. We are currently evaluating some wholesalers for distribution in other geographies where we have seen high interest." Anderson answers our questions below. Did you see a specific, unmet consumer need before launching your own brand? "Yes, we felt there was a big gap in the sneaker market. Most vulcanized sneakers have little comfort and have outsoles made for performance on a court or on a board. We wanted a comfort sneaker that could be used in all our adventures." What was the biggest obstacle to getting the business off the ground? "We had very strict requirements for quality, sustainability, and comfort. Finding the right manufacturer and the right materials was a big effort, but we are very excited with where we are and the products we have on our roadmap." What is the most challenging aspect of launching your own brand and getting the word out to consumers? "ere are so many brands and so many things vying for consumer attention that it takes a great product along with a great message and a lot of luck to get the word out." What is the most exciting aspect of launching your brand in addition to your retail business? "Seeing something that started as an idea to being worn and praised by customers is incredibly rewarding." RIVAL Justin Kehrwald, President and CEO of Tradehome Shoes based in Minneapolis, MN, and industry executive Carrie Giere, established RIVAL in 2022 in an effort "to disrupt the athleisure footwear market with stylish, all-day comfort." RIVAL footwear is available at myrivalshoes.com and through premium retailers throughout the United States. Kehrwald answers our questions below. Why did you decide to sell your own brand? "First and foremost, we see a void in the marketplace. We see an opportunity to develop a premium line of athleisure footwear. Additionally, as many brands are focusing so much on DTC it makes it challenging for retailers to navigate pricing and assortment. We wanted to create a brand that moves with the trends while managing brand integrity." Did you see a specific, unmet consumer need before launching your own brand? "We identify with consumers who crave trend-right footwear that feels great. We don't want anyone to sacrifice one for the other. at is the driving force behind RIVAL." What was the biggest obstacle to getting the business off the ground? "Gaining brand recognition is our biggest obstacle." What is the most challenging aspect of launching your own brand and getting the word out to consumers? "e biggest challenge is sharing our unique story in an already crowded category. With everyone consuming content in many ways, we need to ensure our message reaches the right people at the right time." What is the most exciting aspect of launching your brand in addition to your retail business? "We are excited to introduce footwear that is fresh, youthful, and comfortable, all without sacrificing style." n Landed Footwear was launched by retailer Bryce Anderson and designer Doug Hintze. RIVAL is a brand from Tradehome's Justin Kehrwald and industry exec Carrie Giere.