Kumfs Rebrands With Ambitious Growth Plans

Kumfs Rebrands With Ambitious Growth Plans

Iconic Kiwi brand – Kumfs – is set for a major makeover, with the company this week relaunching under a new name and unveiling some ambitious plans for growth.

The company’s managing director, Andrew Robertson, said the move to a new name – Ziera – reflects a new direction and focus for the company.

“While the DNA of Kumfs and the high quality shoes we make will be alive and well in Ziera, we believe the time is right for a new look that better reflects where we are headed.”

Andrew said the company was planning over the next five years to more than triple global sales to over NZD$200M and expand the number of Ziera-owned and franchised stores from 43 to 125.

To achieve that goal, Andrew said the company would be focussing on further expansion in the United States and the development of new markets in China.

“We’re also developing our footwear range to appeal to a broader group of women. Our design team has received international design input and is working to enhance and develop our current range to include new and more innovative designs that further meet customer expectations.

The new product lines will also feature Soft Journey™ Cushioning Technology, which optimises comfort and is a unique selling point for Ziera. . It is a state of the art combination of Poron® rubber - the world’s most advanced microcellular shock absorbing material, Technogel® which is a unique soft-solid gel and EVA.

“This combination maximises comfort by providing immediate softness, cushioning and support as well preventing pavement shock thus protecting the feet, legs, hips and the spine.

“New look stores will underpin the new mood and thinking at Ziera, and we’ve also rethought the layout of stores to ensure that they enhance the shopping experience.”

For a company that was started in the 1940s by two New Zealand podiatrists - Mervyn Adams and David Robertson - Ziera has weathered the ‘financial storms’ that have seen so many local footwear companies fail.

“Back in the 1940s, Mervyn and David hit on an opportunity when they identified that many foot problems in women were due to wearing European shoes that were designed for narrow feet.

“Today, with people becoming increasingly aware of the health benefits of good posture and the importance of buying shoes that enhance that, sales of Kumfs shoes have grown exponentially.

“Our formula for success is offering a high quality product that delivers every time, a drive for innovation particularly in the area of shoe comfort and design, staff who are committed not only to the company but to the customer and a sharp eye for identifying opportunities locally and offshore.”

The company already has an impressive 43 stores in New Zealand and Australia with the latest openings being in Ryde in Sydney and Westgate in Auckland

Opportunities further afield in the US and China are also currently under review and three more local stores are due to open later this year.

“We’re confident the Ziera brand will have a positive effect,” Andrew said.

“The new brand will better reflect our success story, as well as its freshness, femininity and aspirational qualities.”

Fittingly, the orchid symbol that sits alongside the new name has a long association with Kumfs. In the early days when it was Mervyn’s birthday, his wife used to cut orchids from her garden and give them away to customers.

“It’s that kind of inner and outer beauty that we want to convey from the foot friendly contoured shoes through to the new look styling and innovative store interiors.”

ENDS

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