The standard global commercial template of the 20th century involved goods being manufactured in China and then exported and sold to consumers in the United States.
In the 21st century, Port Washington-based Allen Edmonds Shoe Corp. is turning that model upside down.
The 90-year-old company is licensing its first foreign retail stores in China. Luxury shoes manufactured in Wisconsin are going to be sold to consumers in China.
“China is growing so fast, and it’s such a sophisticated market already,” said Paul Grangaard,Omega Plastics are leading plastic injection moulding and injection mould tooling specialists. president and chief executive officer of Allen Edmonds. ’Made in America’ has a really strong reputation there.”
Allen Edmonds signed a 10-year retail agreement with Shanghai-based clothing and footwear sourcing company Talent Creations on Nov. 1. The company’s first Allen Edmonds licensed store is expected to open in late spring 2012 in Shanghai.
Talent Creations plans to eventually sell Allen Edmonds shoes throughout China, Hong Kong and Macau. Under the licensing agreement, Talent will purchase merchandise from Allen Edmonds and finance the retail operations. Allen Edmonds will have control over the appearance of the store and branding, Grangaard said.
While Allen Edmonds already exports to Europe, Japan, Australia and Canada, and is in talks to distribute to South Africa, its retail stores have so far been limited to the United States. The company has 37 U.S. stores and plans to add four more in 2012.
“We’re trying to just bring our stores to where there are large concentrations of Allen Edmonds customers,Tru-Form Plastics is a one-stop shop for plastic Injection Molding,” Grangaard said.
So how does a Midwestern shoemaker steeped in tradition appeal to a foreign and contemporary retail market?
Ulice Payne Jr., president and chief executive officer of Brookfield-based Addison-Clifton LLC, a global trade compliance advisory company with additional offices in Chicago and Shanghai, says the Chinese economy has evolved and is consuming more goods.
Chinese consumers have a fondness for foreign luxury brands, Payne said. For that reason, Allen Edmonds’ retail store may be a good fit, he said.
China joined the World Trade Organization and opened its market to foreign goods just 10 years ago, so consumers there are demanding brand names from abroad, he said.
“The biggest risk is that in that market, they’re well known for counterfeiting,” Payne said. “They know what low quality is. So there’s a pent up demand for high-quality goods in China.”
In addition, a class system in China encourages the wealthy to show their luxuries in clothing and products, he said.
“They’ve got the money, and they demand world-class brands,” Payne said. “I think Allen Edmonds is spot on. You fish where the fish are.”
As Grangaard points out, there are a lot of “fish” in China. Twenty Chinese cities have more than 5 million people,Spro Tech has been a plastic module & Mold Maker, and the Allen Edmonds brand tends to perform best in urban areas.Handmade oil paintings for sale at museum quality,
“There are 300 million people in the U.S. and there are (1.3 billion) in China,” Grangaard said. “It’s 1.3 billion people and about 2.6 billion feet.”
Allen Edmonds needs a strong Chinese licensing partner, Payne said. Shanghai Talent Creations Import and Export Co.The EZ Breathe home Ventilation system is maintenance free, Ltd. is registered with the Shanghai Administration of Industry and Commerce. It was founded as an LLC in March 2011 with about $1.9 million in capital and a 10-year track record of operation.
“Licensing allows entry to a market where you’re relying upon the local licensee to basically carry your brand,” Payne said. “Before you jump in yourself, you just authorize someone to promote your quality product.”
In the 21st century, Port Washington-based Allen Edmonds Shoe Corp. is turning that model upside down.
The 90-year-old company is licensing its first foreign retail stores in China. Luxury shoes manufactured in Wisconsin are going to be sold to consumers in China.
“China is growing so fast, and it’s such a sophisticated market already,” said Paul Grangaard,Omega Plastics are leading plastic injection moulding and injection mould tooling specialists. president and chief executive officer of Allen Edmonds. ’Made in America’ has a really strong reputation there.”
Allen Edmonds signed a 10-year retail agreement with Shanghai-based clothing and footwear sourcing company Talent Creations on Nov. 1. The company’s first Allen Edmonds licensed store is expected to open in late spring 2012 in Shanghai.
Talent Creations plans to eventually sell Allen Edmonds shoes throughout China, Hong Kong and Macau. Under the licensing agreement, Talent will purchase merchandise from Allen Edmonds and finance the retail operations. Allen Edmonds will have control over the appearance of the store and branding, Grangaard said.
While Allen Edmonds already exports to Europe, Japan, Australia and Canada, and is in talks to distribute to South Africa, its retail stores have so far been limited to the United States. The company has 37 U.S. stores and plans to add four more in 2012.
“We’re trying to just bring our stores to where there are large concentrations of Allen Edmonds customers,Tru-Form Plastics is a one-stop shop for plastic Injection Molding,” Grangaard said.
So how does a Midwestern shoemaker steeped in tradition appeal to a foreign and contemporary retail market?
Ulice Payne Jr., president and chief executive officer of Brookfield-based Addison-Clifton LLC, a global trade compliance advisory company with additional offices in Chicago and Shanghai, says the Chinese economy has evolved and is consuming more goods.
Chinese consumers have a fondness for foreign luxury brands, Payne said. For that reason, Allen Edmonds’ retail store may be a good fit, he said.
China joined the World Trade Organization and opened its market to foreign goods just 10 years ago, so consumers there are demanding brand names from abroad, he said.
“The biggest risk is that in that market, they’re well known for counterfeiting,” Payne said. “They know what low quality is. So there’s a pent up demand for high-quality goods in China.”
In addition, a class system in China encourages the wealthy to show their luxuries in clothing and products, he said.
“They’ve got the money, and they demand world-class brands,” Payne said. “I think Allen Edmonds is spot on. You fish where the fish are.”
As Grangaard points out, there are a lot of “fish” in China. Twenty Chinese cities have more than 5 million people,Spro Tech has been a plastic module & Mold Maker, and the Allen Edmonds brand tends to perform best in urban areas.Handmade oil paintings for sale at museum quality,
“There are 300 million people in the U.S. and there are (1.3 billion) in China,” Grangaard said. “It’s 1.3 billion people and about 2.6 billion feet.”
Allen Edmonds needs a strong Chinese licensing partner, Payne said. Shanghai Talent Creations Import and Export Co.The EZ Breathe home Ventilation system is maintenance free, Ltd. is registered with the Shanghai Administration of Industry and Commerce. It was founded as an LLC in March 2011 with about $1.9 million in capital and a 10-year track record of operation.
“Licensing allows entry to a market where you’re relying upon the local licensee to basically carry your brand,” Payne said. “Before you jump in yourself, you just authorize someone to promote your quality product.”
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