Sorel plans to enter the outerwear market

Sorel will be following in the footsteps of their parent company Columbia Sportswear Co. and will be diving into the realm of outerwear. The company which became famous for men’s footwear, specifically for a very niche market of fisherman and outdoorsmen, is looking to expand its consumer base, so, plans are being made to launch an outerwear collection. The company is also looking at focusing on their female consumers so they can evolve into a better-rounded brand, and not just a brand famous for men’s shoes.

Last year the brand’s revenue grew to 166.2 million, a 29.1 percent rise from the previous 128.7 million last year in 2013. This was primarily due to their growing presence in the women’s footwear market. Sorel’s functional shoes are also stylish making them perfect for winter. “Seven years ago, we were predominantly a utilitarian men’s business, and today it is predominantly a women’s business, and a fashion women’s business, too,” Mark Nenow, who was named president of Sorel in a realignment of corporate duties earlier this month, was quoted saying in Women’s Wear Daily.

Sorel to expand their women’s business and enter the outerwear market

While Nenow acknowledged that Sorel is becoming a more fashion forward brand so they have the opportunity to take their men’s shoes in a new direction they do want to make their primary focus growth in their new sectors, such as women’s footwear and their soon-to-be outerwear division. With the men’s wear market growing so rapidly it is no wonder that Sorel wanted to take advantage of that and launch outerwear as well.

There is always a market for utilitarian clothing as well. People always need their coats and boots come winter. The planned outerwear collection is expected to hit stores this fall, and they already have quite the list of buyers who will probably want to get their hands on this collection for their stores. Nordstrom, Lord & Taylor, and Dillard’s will be distributing their footwear, but could easily have their eyes on their outerwear as well. The brand has also opened their own brick-and-mortar store in New York City on West 14th Street, which will carry the collection, of course.

The brand’s planned fall outerwear collection will consist of 11 pieces (for women, 3 for men), and includes parkas and bombers that borrow some detailing from Sorel’s beloved shoes. The crown gem to this collection would have to be the Joan of Arctic Parka which features goose down, a coyote fur hood, and a cinched waist, priced at 875 dollars (watch your back Canada Goose, Sorel is coming for you).

In addition to their launch into outerwear, Sorel is also looking at diving into accessories and attempting to make their brand more of a year round business instead of just so heavily focused on winter. With their parent company Columbia Sportswear Co. being such a master of outerwear it was just a matter of time before they attempted to evolve Sorel into a full-fledged apparel line. Having built such an excellent following with their shoes, and with that Joan of Arctic Parka already making fashionistas mouths water, Sorel is sure to find itself in an excellent place this time next year in terms of brand growth.

photo: uncrate.com