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Sperry Top-Sider ups lifestyle offer

Footwear brand Sperry Top-Sider is to double its UK lifestyle business over the next year and launch a transactional website by the end of 2011.

Having started out as a performance-based nautical footwear brand, it has since expanded its offer to include fashion-focused lifestyle footwear. It is owned by US brand house Collective Brands, which owns other footwear brands including Keds, Pro-Keds and Saucony.

Sperry Top-Sider has about 100 lifestyle stockists in the UK selling its fashion range including Asos, Office, Urban Outfitters and Sarah Coggles, but aims to grow this to more than 200 and will focus on expanding its department store business via retailers such as John Lewis, House of Fraser and Selfridges.

“We really want to expand the brand internationally,” said Karen Pitt, vice president of global marketing for Sperry Top-Sider. “The UK is definitely the most important market for us in Europe and there is a real opportunity for us to expand our business there.”

A transactional website will launch in the UK before the end of this year, with plans to represent 5% of total UK turnover, which is undisclosed.

Prices for the brand’s lifestyle footwear range from £24 to £80 at wholesale and £55 to £180 at retail.

As part of next year’s London Olympics, Sperry Top-Sider will sponsor 30 Olympic sailors from Croatia, France, the UK and US to increase the brand’s exposure.

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