Merrell
When Wolverine Worldwide acquired CBI (Collective Brands Inc), Merrell was the first of the WWW brands to be incorporated into our kid’s team alongside our previously managed brands: Stride Rite, Saucony, Sperry, and Keds. At that time, Merrell had the most extensive global footprint of the brands in our portfolio, and the kid’s piece had not previously been given the focus to maximize its growth potential. This was an exciting opportunity for me as an avid outdoor athlete and a kid’s footwear expert.
Once adding Merrell to our team’s product engine, we increased the global Merrell Kid’s business to close to $32 million by 2023 through kid-appropriate performance take-downs, an expanded category and product mix, and by creating ownable innovation.
