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Reef launches premium closed-toe line

By Shelby Stanger
January 11, 2012 5:30 AM

 

Reef is launching a new segment of men’s shoes, RESRV, which targets a design-savvy consumer and boutique style retailers.

 

We talked to Men’s Footwear Director Brett Savage, Domestic Sales Director Todd Stanley, and Marketing Director PJ Connell to find out the details.

 

Why did Reef launch RESRV? 

Reef ResrvReef RESRV

Brett Savage, Director of Men’s Footwear: Reef identified an opportunity to draft off the success of our hanging footwear (Coastal Cruisers) and create an exclusive premium footwear line that would hold true to Reef comfort and sandal utility. The line is a part of a global strategy and is designed to primarily drive brand equity and further expand our brand perception outside of sandals.

 

What makes these shoes different from other Reef shoes - and from your competitors?

The RESRV Collection has a modern day minimalistic design approach with a timeless feel thanks to vintage finishes, premium leathers and custom comfort features.

 

The line will come in a custom laced box system with a dust bag and will be merchandised on shelves at the store level as opposed to hanging on fixtures like our sandals and Coastal Cruisers Collection.

 

Luke Davis will represent RESRV

Exterior treatments entail premium suede and full grain leather uppers, along with subtle finishes like leather label inlays vintage lace-up hardware and sleek stitching details.

 

The interior includes a unique insole system that houses a dual density EVA pebbled footbed that also provides discreet odor management properties. The insole is removable and washable -- ideal for function and travel.

 

Where are you retailing it? 

Todd Stanley – Director of Domestic Sales: The RESRV Collection will be showcased in our better partners with the Reef brand at the most aspirational tier of distribution. We have targeted 80 dealers in the US and an additional 20 in Canada.

 

See Page 2 for more, including retailers that will carry the collection

 

 

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