Sledgers distributor keeps optimism on Cebu market

Despite the slowdown in consumer spending, a retail conglomerate remains optimistic of the Cebu market as it opens its third Sledgers boutique in the country at SM City Cebu Northwing.

“We are very optimistic with Cebu and its economy. We see several developments in the city’s retail sector and real estate industry which is a good sign that we need to be aggressive in our operation here in the area because it serves as a hub for the whole Visayas region,” said Sledgers brand manager Johanns Tan in an interview with reporters during the opening of their newest Sledgers stand alone boutique shop.

Sledgers is a French brand of men’s footwear that matches fashion with functional features, said Tan.

“Sledgers exude the trademark class of luxury and individualistic style embracing the richness of contoured finesse and modern shoe making techniques,” he said.

The brand began adorning men’s feet in 1921 due to its creator Englishman John Sledgers’ premium shoe craftsmanship that paved the way for the brand’s continued leadership in current shoe fashion and since then it made impressive strides in the European market.

The new shop carries Sledgers’ top-of-the-line collections that include its business wear Premiere Classics, casuals for easy going lifestyle, and Contemporary Studio Line collections that come off the Paris runways.

With prices ranging from P2, 290 up to as high as P9, 990, Tan said that Sledgers key product attributes include the use of premium leather materials plus the intense focus on the product’s flexibility, proper cushioning, fit, and solidity for supreme foot comfort.

The shop also carry its Asian line that highlights Asian specific widths and measurement details that is custom-fitted to the particular foot requirements of Asian shoe enthusiasts that are now enjoying large demand from the younger market segments.

“Sledgers’ Asian specific foot widths make it a cut above its competitors that offer only widths that cater to slim Caucasian feet. Since the brand gained steady support in the Asian market, the company made a commitment to specifically fit Asian foot sizes. Thus, customers won’t have to worry about how they will fit in our shoes; we made our footwear fit them perfectly," said Tan.

Tan said that currently, competition, cheap shoe imports and declining consumer spending are among the factors that challenges their operations aside from the price increases in supplies due to incremental increases in raw materials.

However he stressed that because of their aim to cater to a wider market segment, they still managed to generate 103 percent year-to-date growth from the time they started in 2006.

“We put more emphasis with quality and technology and we educate the people that with our products you get what you pay for,” he said.

Sledgers is currently sold in almost 40 countries worldwide, including 11 nations in Asia. – Rhia de Pablo