Take it from Coolway, the family-owned Spanish footwear brand that landed in the U.S. last year: Few things translate as seamless as good price points, a commitment to customer service and trend-right styles.
Since debuting at the August ’14 edition of FN Platform, the brand has gained traction with its youthful, on-trend short boots, creepers lace-ups and man-tailored styles. But according to Scott Home, president of sales for Coolway USA, a key to the brand’s success in the States is the company’s dedication to service. As Home explained, the third-generation family business was founded by the Mayordomo family 70 years ago in Spain was built with retailers in mind. “That’s why you see a focus on quality materials and affordable price,” he said.
Coolway’s retail prices range from $69-$139. Add all leather, European-craftsmanship to the mix and Home said you have a home run in a quality-starved, casual footwear market. “In Coolway, you will see something for everyone,” he said.
For Fall ’15, the brand is doing a steady business with its distressed ankle boots, many with a hidden wedge. “There’s a mountain, outdoorsy theme. Styles are tied to the elements,” Home said. Multi-strand wraps and cords, faux fur cuffs, whipstitch details and textile uppers add a punch of personality to the pull-on silhouettes. Slouchy suede boots offer a softer look, while hikers and work-inspired boots are refreshed with girly pops of pink and purple, muted floral prints and bow details.
“Our company doesn’t do traditional black,” Home noted. For example, the Coolway is tapping into the grunge-inspired, ’90s aesthetic with a deep range of tall and short glossy black boots stacked with chunky lug soles and block heels. The theme is carried into its line of man-tailored oxfords and loafers on heavy bottoms, including oxfords with sporty creeper outsoles in jewel tone hues of emerald, sapphire and ruby.
Coolway made headway by reaching out to consumers through giveaways at the recent Sundance Film Festival. The Examiner named the brand’s boots the second best giveaway at the celebrity-packed event. The company has plans to roll out its men’s line, which is being tweaked to better suit the American market. As Home explained, the brand’s original men’s designs “swung too far to the right.”
For now, the company is staying busy by positioning its women’s line for department stores, online retailers and trendy independents that relish original designs. “Everyone has the same trends, but we aim to make our own iterations,” Home said. “You can’t follow the norm.”