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B$Z: Tasmanian Brand Blundstone Sees Growth in U.S. Market

August 14, 2014

Tasmanian Brand Blundstone Sees Growth in U.S. Market

Blundstone, the original Chelsea boot brand since 1870 from Tasmania, Australia is realizing exceptional growth in the U.S. market with consumers and retail customers responding to its authentic brand appeal. The company will make a substantial commitment towards marketing programs to support its retail partners in 2014, with plans to bolster its retail display and website presence in the fall and plans for social media engagement.

"Blundstone is an authentic Tasmanian brand, rugged, individualistic, with a distinctive original look and that needs to be captured for the US consumer with the right execution at retail and marketing support programs," says Chief Financial Officer, Andrew Ross. Blundstone has a high profile, and has hired Brand Initiatives Group, a well-known New York-based marketing and brand consultancy to be its partner in this effort to develop a distinctive brand positioning and a comprehensive go-to-market strategy for the U.S. market.
The brand is already seeing tremendous growth momentum with US retailers showing increased interest in the Blundstone brand history, quality and iconic style. Retail partnerships have continued to strengthen and now include Steven Alan, J. Crew, Harrington's,, and East Dane to name a few. "Blundstone's sales this year have doubled that of 2013," says National Sales Manager, Tim Engel. "We are seeing a groundswell commitment from that of long standing retail partners as well as new additions this calendar year. We're thrilled with the positive reaction to the brand here in the U.S."

Supporting the 2014 retail growth, Blundstone will unveil the brand's new display program with in-store POP and signage planned for fall deliveries. With branded graphics, display tabletop units, and customizable wall display units made of copper and wood, the new in-store visual identity speaks directly to the brand's authenticity and heritage. Dramatically improving the brand's visibility at retail, the August launch marks a milestone for Blundstone developing a refreshed identity here in the U.S. market.

The brand has also strengthened its marketing efforts with strategic social media and marketing campaigns. Targeting consumers via the brand's presence on social media channels, Facebook, Twitter and Instagram, Blundstone has and will continue to create content tactically directed to the U.S. consumer to further drive awareness of the brand's growing U.S. appeal.

In an effort to further communicate with consumers, Blundstone will re-launch its U.S. website later this calendar year. will feature a fully functional ecommerce where users can browse the entire Blundstone product range. There will also be a store locator for users who want to find an authorized Blundstone retailer in their region.

Blundstone has always had a unique reputation for being built tougher than they need to be and in support of that, Blundstone will introduce, as part of the re-launch of its U.S. website, a 'Lifetime Guarantee Upgrade' for Blundstone boots purchased in the United States. All Blundstone boots come equipped with a '2 Year Manufacturer's Warranty'. By registering their new purchase, consumers will receive the Lifetime Guarantee Upgrade covering their boots for manufacturing fault until the end of the consumer's natural life. Details of the Lifetime Guarantee Upgrade are provided on the website and consumers register their boots by completing an online registration form and uploading a copy of the receipt from the place of purchase (registration is required to receive the upgrade). Claims are to be received by email, at which time a member of the Blundstone customer service team will contact the consumer and arrange for the boots to be sent to the nearest Blundstone service center for assessment.

To learn more about the brand, Blundstone's spring 2015 collection will be shown at FN Platform, August 18-20th, 2014 (booth # 83908).

About Blundstone:
Founded in Tasmania, Australia in 1870, Blundstone is recognized as quite possibly the world's most comfortable, most durable boots ever made. Blundstone is known for its iconic elastic-sided Chelsea boots sold worldwide that offer durability and contemporary styling. The company's extensive boot range also includes a safety boot line that offers superior comfort and protection for industrial usage. For more information, visit