British footwear distributor 33 Joints has struck a deal with Original Penguin to design, manufacture and distribute its footwear collection across Europe.
33 Joints, which also holds the footwear licence for young fashion brand Firetrap and American label Blowfish, plans to extend the choice of styles on offer from 14 styles for spring 14 to 30 styles for spring 15. The expanded range will feature espadrille-inspired shoes and a selection of sandals to appeal to the southern European market.
Antony Nathan, managing director of 33 Joints, said: “The range was quite limited with a lot of canvas styles, which we will continue, but we want to broaden the offer with more leather styles.
“Original Penguin has a good heritage and history, and as we already have Firetrap, which does both men’s and women’s footwear, and Blowfish, for women’s shoes, we wanted a label that would have wide appeal across Europe for the men’s market.”
The move follows a “clean up” of the 33 Joints brand portfolio, which had eight labels on its books in 2011, to allow it to concentrate on larger accounts.
“We set the company up to take on Firetrap, but we got carried away and lost focus,” said Nathan. “We have learned from our mistakes and our own brands are now on the back burner. You can’t be a Jack of all trades and master of none in this market – you have to do it properly.”
33 Joints will launch the Original Penguin spring 15 men’s footwear collection at Bread & Butter, Berlin from July 8-10.
Original Penguin has also appointed UK based company Orrsum to design and manufacture the brands loungewear, underwear and sock categories in the UK. Men’s, women’s and kidswear collections will be launched for autumn 14.