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FitFlop Rolls Out Brand Refresh Amid Global Expansion Efforts

FitFlop is relaunching with a fresh brand identity.

The comfort flip-flop brand this week announced a new campaign for Spring 2024 that features a new look across its colors, silhouettes and brand logos. Dubbed “Smart Moves,” the new brand identity looks to win over younger consumers while simultaneously promoting the company’s footwear technology.

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“As a growing brand with huge global ambitions we are relentlessly focused on our consumers — from existing wearers who already love the brand to welcoming new consumers who may be discovering us for the first time,” said FitFlop chief executive officer Gianni Georgiades in a statement. “We are excited and extremely proud to launch this new brand look; it represents a transformative step forward in FitFlop’s journey in line with our mission to become the most intelligent footwear company in the world.”

The refresh comes in the midst of FitFlop’s global expansion expansion efforts. The company, which secured a new five-year $30 million revolving credit facility from Aurelius Finance Company in April, opened its first U.S. store in New York City’s SoHo neighborhood that same month. As of April, Fitflop had taken its wholesale count to over 5,700 doors across Europe, the Middle East, Africa and India. In the U.S, FitFlop has 171 wholesale accounts in 530 doors. Overall, the brand is currently sold in 73 countries and operates 145 concept stores across the globe.

Georgiades told FN in April that FitFlop would close its original White Plains office and open a showroom and office space in New York in June. The company also recently launched a kids’ collection as part of its larger growth initiatives.

“While the entire category has fallen into a sea of sameness, FitFlop is once again doing things differently,” said chief marketing officer Phil Borthwick in a statement. “Through celebrating the effects of an approach rooted in biomechanics and ergonomic design, we’re not only elevating the brand but providing a gateway to introduce the profound benefits of our products to a new generation of ambitious, smart consumers.”

FitFlop was founded by Marcia Kilgore in 2007 and is known for its ergonomic design and contemporary styling and offers sandals, sneakers, shoes, boots, plus select apparel items.

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