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Sanita picks Daisy for trend-led push

Danish comfort footwear brand Sanita will introduce a more trend-led sub-brand for spring 13, which its UK distributor hopes will secure at least 10 stockists in its first season.

The sub-brand, called Daisy, comprises five sandal styles in five different colours, which differs from Sanita’s clog-focused mainline, said Kevin Buck, owner of UK distributor North & South Footwear.

Buck said he hoped Daisy would broaden Sanita’s UK distribution base, allowing North & South to target more trend-led comfort footwear retailers that do not stock the mainline.

“We hope Daisy will be picked up by the likes of Shoon, Shuropody and Charles Clinkard. Stockists that have a comfort element to them but want a slightly more fashionable product,” he explained.

North & South has about 60 UK stockists for Sanita in the UK, mainly made up of independents including The Natural Shoe Store in London.

Wholesale prices for Daisy range from £30 to £32.

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