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Blundstone Revamps its Brand and Website; Expands Distribution

Australian boot brand Blundstone, announced a number of brand changes this week, ranging from a revamped website, to a focus on the woman’s market and the addition of new premium retailers.

With 147 years under its belt and a presence in more than 50 countries, the Tasmania, Australia brand has aggressive plans specifically for the U.S. market, where it has doubled its business in the last three years, according to CEO Steve Gunn.

The plans also include an emphasis on digitalization, social media and the woman’s category.

Digitally Focused

Blundstone revamps its website and e-commerce platform by creating bright visuals and an easy-to-use interface. The website upgrades include a new navigation experience, an increased emphasis on brand storytelling and a more seamless integration of social media content. An upgraded purchase pathway makes the e-commerce platform easier to use.

The brand has also unveiled a new brand ethos, ‘Everywhere Life Takes Me,’ which celebrates both the heritage and customers connected to the brand. The brand plans to tell the story of how consumers live life their way—and how Blundstone plays a role in their day-to-day, through the website and social media, according to Stephen Libonati, Blundstone U.S. distributor.

“Everywhere Life Takes Me pays homage to every person, whether in a rural or metropolitan U.S. city, Israel, Italy, Canada or Australia, who start their day by pulling on a pair of Blundstone’s. It’s these life stories we want to capture and celebrate to communicate our brand story,” said Adam Blake, global head of brand design and consumer engagement.

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Drawing on their customers’ experiences in the boots, Blundstone also features select images from fans’ Instagram feeds tagged #blundstone at the bottom of the site.

Female Focused

Despite the brand’s unisex roots, Blundstone now gives gender-specific options and breaks out its selection by men’s, women’s, and kids and youth to make shopping eaiser. The brand said it sees a large potential in the women’s category for the next five years.

“Creating gender specific categories was done in part by demand–Blundstone has always been a unisex brand but more and more women are purchasing our boots for themselves and the new navigation makes it easier for them to find their perfect boot and size,” said Kate Shevack, partner at Brand Initiatives and head of U.S. marketing for Blundstone.

New Retailers

The brand can now also be found at a wider array of high profile retailers like Nordstrom, Todd Snyder, Steven Alan, American Rag, REI and Abercrombie & Fitch.

“Market demand has enabled us to open premium retailers such as Todd Snyder, LL Bean, Abercrombie & Fitch and Steven Alan, plus we’ve increased doors at REI and Nordstrom,” said Steve Libonati, Blundstone’s U.S. distributor. “There’s no question the women’s category offers the greatest area of opportunity for Blundstone, not only through further retail expansion but also in our ongoing product development.”