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Specialist US footwear brand targeting UK retailers for launch

A footwear brand, designed to address foot-related health problems, is to launch in the UK following a rollout across the US.

Vionic Europe is seeking UK retailers to stock its orthotic sandals and trainers, which are shaped to help relieve symptoms of several podiatric conditions, such as flat feet, bunions and knee pain.

Vionic Europe managing director Tony Linford is hoping to secure between 50 and 60 UK stockists by spring 2015, targeting department stores and independent shoe retailers for distribution.

The sandals and shoes are targeted at men and women only, and wholesale from between £18 and £33, with a 2.5 mark-up.

Linford said: “Around 75% of people will suffer from foot problems in their lifetime, and most people diagnose themselves or treat themselves until it gets really severe. These customers aren’t being taken care of at the moment; it’s a big opportunity for retailers”.

The brand is an offshoot of Vionic and has achieved sales of more than $100m in the US so far this calendar year. Originally an Australian brand, Vionic launched in the US as Orthoheel in 2007. It rebranded last year as Vionic.

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