are initiatives meant to tap into the brand’s heritage, deepening its connection with its customer base and expanding its reach to new audiences.
Zanon explained the Sorel Caribou style is another core part of its future plans. The brand is aiming to reengage its male consumer with a series of collections centered on the Caribou silhouette that offer men’s and women’s options. “It’s important to go from a men’s utility boot brand to a women’s fashion footwear brand,” Zanon said. “Now the opportunity is to pivot the brand back, leaning back into the heritage because it’s authentic and it’s real. That heritage and that proposition knows no gender. It knows no borders — that adds to the Sorel brand. We feel like it’s a real opportunity to expand our proposition — to bring more people into the amazingness of the brand.
Last year Columbia Sportswear — which is Sorel’s parent company — stated it expects the footwear company to be its fastest-growing brand this year, projecting a 20 to 22 percent annual growth rate in the next three years. In 2022, Sorel saw net sales of $347 million.
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