Merrell Is Firing on All Cylinders: Here’s How the Brand’s President Plans to Keep the Momentum Going

Merrell is firing on all cylinders. On Wolverine World Wide’s earnings call last week, chairman and CEO Blake Krueger broke down Merrell’s wins for the quarter, noting that revenue grew 88% year-over-year, or nearly 30% compared to 2019, with direct-to-consumer gains of 40%. But the brand isn’t resting on its laurels. Speaking with FN, Merrell President Chris Hufnagel confirmed the brand was hard at work on the needle-moving efforts and product drops that he detailed in January. Those initiatives include the launch of an app, updates and additions to key footwear franchises including the Moab and becoming a global head-to-toe lifestyle business. Below, Hufnagel offers a look at what will lead its business in the back half of 2021 and addresses industry-wide challenges such as supply chain pressures. How have supply chain pressures and congestion at the ports impacted Merrell’s business? Chris Hufnagel: “We’re not immune. It seems like it’s industry agnostic right now. There are supply chain issues and logistics issues across the board. I certainly spent a lot of my time on the supply chain right now, monitoring it or making decisions about how we can best navigate it. We’re working hard and quickly because there is strong demand for Merrell. The demand

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