Sledgers treads new path towards Asian expansion

MANILA, Philippines - With a growing portfolio of sophisticated, well-made leather essentials for today’s stylish gentlemen, expect things to look better and stronger for French iconic brand Sledgers, as it targets Asia  including main countries in the southeast such as the Philippines  for aggressive market expansion in the next two to five years.

According to Florian Rocher, export director for worldwide operations of Sledgers, during a recent visit to the country, “Our efforts will be centered mainly on Asia. The way we see it, the Asian region has tremendous potential as a market for Sledgers. We are definitely planning to open more retail stores to increase our presence.”

Rocher, who has been with the company for seven years, said Sledgers is pushing to establish its presence in Asia, particularly in key countries such as the Philippines, Malaysia, Indonesia and Singapore, as well as Thailand, Hong Kong and China.  

“For many years, the brand has been available in these countries. Outside France, we are also very strong in the Middle East. It is considered the No.1 brand there, even in countries like Saudi Arabia, Dubai, Kuwait, and small countries like Qatar.”

According to him, not all European brands are strong in these countries. But because Sledgers understands these markets as it specializes in comfort leather shoes — having perfected the techniques, the styles, and with a variety of good products that technically adapt to the local market — the brand’s collections truly answer the specific needs of its niche market. These reasons, he added, make Sledgers one of the best men’s brands in the Middle East.   

Rocher also disclosed that apart from the main Asian countries, the company is also setting foot in India, as partnership talks are underway to tap its retail potential.  

“Right now our objective is to do well in some countries, rather than do a superficial job of being present everywhere all at the same time. We have started discussions for partnerships in various regions.”

In support of its continued retail growth in the Philippines since its entry five years ago, Rocher revealed the company’s plan to expand in the metro, including the possibility of growing the brand in key provincial cities such as Cebu. Under the local expansion pipeline is the planned opening of two more stores in the next two years, not to mention the continued introduction of season must-have collections.    

“Primer Group has a very strong expertise in marketing, brand positioning and growing Sledgers in the Philippines. They did an excellent job in targeting more stores, mono-level ones in department stores, giving further stability to the brand.  I believe we have a huge market potential here in front of us,” he said.

“We already have one store in Cebu, and there’s definitely a second space for another one there in the coming years. Of course, apart from planned store launches, Sledgers is also rolling out more innovative footwear styles. In fact, we have also chosen styles that are for exclusive distribution in the Philippines,” Rocher noted.

Without revealing actual statistical figures, Rocher is pleased to announce that Sledgers has been steadily growing an average of around 10 to 12 percent annually in the country.

“With the market so difficult now in Europe, posting 10 percent growth in the Philippines is indeed very encouraging and we are happy about it. We have a total of 43 doors here, and if you look at it, that’s a very significant figure.”

Relying on the brand’s unparalleled comfort technology and quality construction materials, Rocher added that Sledgers has progressed into a dependable leather footwear brand of choice because of its perfected suitability to its niche markets all over the world.   

Apart from further tapping niche markets and opening mono-level stores, Rocher also said the company is boosting its brand strategy with the addition of new lines of products to better position the brand not only in Asia but also on a worldwide scale. 

“The objective of the brand right now is to offer a complete range of products. The shoes remain the base, but we have decided to offer more leather goods, like belts, wallets, in new and better designs. We are working on new developments, improving our classic lines and at the same time developing more casual lines. The idea is to reinforce the brand, so people can expect bigger things to come for Sledgers.”

To date, Sledgers is sold in almost 40 countries worldwide, including 11 nations in Asia. Exclusively distributed in the Philippines by Primer Group of Companies.   Sledgers has boutiques located in SM Mall of Asia, Ayala TriNoma, SM Cebu and SM Davao Annex.