Wolverine Worldwide in new joint venture in Colo - sportstextiles: Lea SportsTextiles

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Wolverine Worldwide in new joint venture in Colombia

20/04/2012
Outdoor footwear brand Wolverine Worldwide has set up a new joint-venture to market its shoes in Columbia with local footwear brand Forus.

Forus is the US group’s largest distributor and licensee partner in Latin America, representing Wolverine brands in Chile, Uruguay and Peru, in addition to Colombia. The partnership has been in place for more than 30 years.

The new joint venture, Lifestyle Brands of Colombia, will have the long-term distribution rights in the South American country for some of Wolverine’s biggest brands, including Merrell and Caterpillar Footwear, as well as Forus’ outdoor footwear brand RKF.

Wolverine is purchasing a 49% stake in Forus’ existing Colombian business, which currently has the rights to its Hush Puppies and Cushe brands there. Forus SA Colombia currently owns and operates 23 retail locations and sells directly to Colombia’s most important department stores and specialty footwear retailers.

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