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CAT divides its footwear offer

Footwear brand CAT has segmented its ranges as part of a repositioning of the business.

Product will be grouped into classic, fashion and workwear collections, which are each aimed at a separate target account base.The brand, which is best known for its Colorado boot, predicts the change of strategy will bring in 100 new accounts for autumn 08.

CAT has also launched an active footwear collection called SRX Sport for autumn 08 to help lure a younger, sportier customer. Prices for the SRX range start at £24.

CAT northern European sales director Derek Bowen said that new product ranges, along with its premium fashion line Legendary Raw, which launched in 2005, will tempt back some previous stockists. “We want a classic distribution channel as well as some fashion-led, edgy independents,” he said.

In the past 12 months CAT has slashed its account base, cutting its UK stockists from 550 to 300 to tighten up distribution.

Bowen said that compared with its competitors, CAT now had a cleaner and better targeted supply base. He added: “This isn’t just about high street accounts – it is also about our independent base.”

CAT has also recruited several new staff to bolster its northern European team. Adie Callaghan has joined as marketing manager from Timberland, and Steven Randall and Greg Stones have joined as Midlands and northern sales representatives respectively. Randall was previously at Adidas, while Stones joined from Scottish outdoor retailer Tiso.

CAT footwear is produced under licence from Caterpillar by Wolverine World Wide.

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