Inside Pajar’s Bold Strategy for Cougar, Which Includes the Reintroduction of Kids’ and Men’s Shoes
Pajar Canada’s footprint in the boot market is now even bigger.
The Montreal-based company acquired Cougar in October 2024, uniting two competing brands of The Great White North. Now under one roof, Pajar has outlined a set of lofty goals for the newly purchased division, especially when it comes to product.
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“There is a lot of opportunity in that middle section of the market, where we can create a lot of volume,” Pajar president Michel Golbert told FN, noting that Cougar’s mid-price point is new territory for the company.
Perhaps, though, he added, the greatest opportunity is the reintroduction of kids’ footwear, which will arrive in the U.S. in 2025.
“Cougar, in the past, only sold women’s in the U.S.” Golbert said. “We’re going to be introducing kids, which is a huge part of the business in Canada — probably 40 to 50 percent of the business; it’s pretty sizable. We’ve shown it to many customers, from Nordstrom to Bloomingdale’s to all the big boys, and everyone’s very interested in it.”
What’s more, the exec confirmed Cougar will once again offer a men’s collection, starting in 2026. “[Cougar] had dabbled in men’s maybe 10, 15 years ago, but basically abandoned the men’s division. We feel there’s a big opportunity for men’s as well,” he said.
Additionally, Golbert said Cougar will launch several other categories including outerwear, hosiery and bags.
And international expansion is on the horizon as well. Pajar has its sights set on expanding Cougar into Europe, Scandinavia and Asia. “It took us a long time to bring Pajar to where we are today, but with Cougar, we can accelerate that by leveraging our contacts,” Golbert said.
To keep Cougar operating as a separate entity, footwear distributor Trend Marketing was brought on
to handle sales responsibilities in Canada. The brand’s U.S. operations are currently being overseen in house, with Pajar senior vice president Greg Nicoghosian handling sales for both brands in the States. However, Golbert said Pajar could look for a potential distributor going forward.
He also confirmed that the entire breadth of Cougar product will be sold globally in 2026.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
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