US body balancing shoe brand Earth footwear has signed retail deals with selected outlets of leading department stores Myer and David Jones, heralding a boost in profile for the brand, ahead of its showcase at the Australian Shoe Fair from February 14 to 16 next year.
Earth, which is distributed in Australasia by Omni Footwear, was confident of success at the Sydney event following a successful stint at last year’s Australian Shoe Fair, buoyed by the enhanced fashionability of its ranges, as Omni representative Freda Hadjifotis confirmed.
“We were pleasantly surprised by last year’s event, in which we brought a number of new accounts on board. We’re definitely evolving the fashion element of the brand, which has opened it up to a whole new customer base. Earth footwear still maintains the proprietary technology that improves posture and breathing, but it now offers the added benefit of enhanced styling, as well as the ‘wardrobe’ effect, which allows Earth shoes to be worn from the office to a night out, with different styles for different occasions.”
Earth footwear will begin retailing at three key Myer stores this week, having showcased its summer range at five selected David Jones stores for some weeks.
“Having a presence in department stores is definitely a branding bonus for Earth. We’re committed to giving the same level of support to our independent retailers as we’ve always done, and believe that by enhancing the brand’s credibility all its stockists will benefit. That’s why we’ve only released it to key [Myer and David Jones] outlets; we want to ensure that staff are correctly trained and have sufficient product knowledge to support the brand.”
Designed by Danish yoga instructor Anne Kalso, Earth shoes feature a high tech Gelron2000 inner sole to increase comfort and reduce impact and Negative Heel Technology which ensures wearers’ heels are lower than their toes, to align posture and promote deeper healthier breathing, relaxation and pain alleviation.