Why Aerosoles’ New Parent Company Sees Big Opportunity for Category Expansion

Birthdays can be a watershed moment — a chance to reflect on the past and set a new path for the future. That’s certainly been the case for Aerosoles. The heritage footwear brand kicked off its 35th anniversary in a big way in January, when it was acquired for an undisclosed amount by its licensing partner, American Exchange Group (AX Group). Now, its new owners tell FN they have forged an ambitious strategy to take Aerosoles into new product categories and reestablish the brand’s dominance as a fashion-based comfort player. “The post-COVID world really seems to be tailor-made for brands like Aerosoles to bring that core DNA of comfort technology and a sense of style,” said Steve Velasquez, chief strategy officer at AX Group. Aerosoles was established in 1987 as a standalone brand after a group of investors led by Jules Schneider bought it from Kenneth Cole. Over the next three decades, it grew to be a global phenomenon, selling in its own stores as well as thousands of department and specialty stores. But after changing ownership in 2014, the company fell victim to the decline of malls and filed for bankruptcy in 2017. It was saved from liquidation in early 2018, when

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