Retail stores are not affected by the sale
The shoe manufacturer AstorMueller AG has taken over the Salamander brand. AstorMueller AG is thus expanding its portfolio consisting of its own brands TT. Bagatt, as well as the licensed brands Bugatti and Daniel Hechter. The aim of the new owner is to modernize and rejuvenate the Salamander brand and to present retailers with an attractive women's and men's collection in the modern/comfort range from the autumn/winter 2024 season, the company said.
“Salamander is the perfect portfolio addition to our multi-brand strategy,” says Tim T. Müller, CEO & VRP of AstorMueller AG. “The target group is clearly different from that of our existing brands, so that the takeover will give us an even more complementary positioning in the market in the future. This means we can give all of our brands the space they need for sustainable growth.”
“We are very pleased that we have found the ideal partner for Salamander in AstorMueller,” says Andreas Wortmann, CEO of the Ara Group. “Salamander is a strong brand with more than 120 years of history. We are convinced that the new owner will develop it responsibly and innovatively while maintaining its identity. For the Ara Group itself, this successful transaction is a substantial milestone in the announced focus on the Ara Shoes brand.”
AstorMueller wants to set up its own design and sales team to modernize the brand and develop the women's and men's collection. Tim T. Müller explains: “The Salamander brand has a brand awareness of over 80 percent in German-speaking countries. We want to use this major asset and recharge the brand with new design and sales ideas and lead it to new success.”
All retail activities of all Salamander licensees are not part of the takeover by AstorMueller AG, in particular the stores operating under the brand of the same name in Germany and Austria.
