Genuine Manufacturers Group has entered a brand new partnership with UK distributor Gardiner Bros to reintroduce Sperry – the American footwear model identified inventing the enduring boat shoe – to shoppers within the UK and Eire.
The transfer marks a strategic step in Sperry’s international growth, aiming to re-establish the model in two key European markets. It comes after Genuine acquired the model in January 2024. On the time, it named the ALDO Group as Sperry’s North American working companion in addition to the model’s companion for footwear design, manufacturing and distribution globally.
Henry Stupp, President of Life-style & Leisure, EMEIA at Genuine, stated: “We’re proud to companion with Gardiners to introduce extra shoppers to Sperry’s storied heritage.
“With their deep experience in distribution and robust retail relationships, Gardiner is the best companion to speed up Sperry’s progress in these key markets, bringing signature types, like the enduring unique boat shoe, to a brand new era of shoppers.”
Based in 1935, Sperry is greatest identified for pioneering the world’s first boat shoe and has grow to be synonymous with coastal American type. Within the UK and Eire, the model’s full line-up – from its signature boat sneakers to new launches – can be distributed by Gardiner Bros in bodily retail channels and on-line at sperrytopsider.co.uk.
Ben Gardiner, Chief Product Officer at Gardiner Bros, stated: “We’re excited to companion with Genuine on Sperry, the unique and iconic boat shoe model.
“Boat sneakers are having an actual resurgence, and we sit up for reintroducing timeless silhouettes alongside contemporary new types to prospects within the UK and Eire.”
The partnership will concentrate on tapping into Sperry’s heritage attraction whereas additionally highlighting new seasonal collections designed for contemporary shoppers. Gardiner Bros, a Gloucestershire-based family-run enterprise with over 160 years of historical past, is effectively positioned to scale Sperry’s presence out there.
Emma Jefferies, Head of Model Advertising at Gardiner Bros, stated: “With its wealthy historical past and rising cultural relevance, Sperry is a robust addition to our portfolio, and we’re excited to construct on its success in these markets.”
