Brown Shoe to get new name, new men’s line

Brown Shoe Company's headquarters in St. Louis. | Courtesy of Brown Shoe Company
Brown Shoe Company, one of the oldest public companies in the St. Louis area will change its name to Caleres next month as part of a rebranding effort. | Courtesy of Brown Shoe Company

One of the oldest public companies in the St. Louis area soon will answer to a new name. Brown Shoe Company, which has featured Brown in its name since it was established in 1878, plans to change its moniker to Caleres next month as part of a rebranding campaign.

“Calere” is a Latin word that means “passionate, to glow,” the company said.

“Brown Shoe doesn’t conjure up the image of who we are today,” Brown Shoe’s CEO, president and chairwoman Diane Sullivan said. “Our name has to be more than a name — it must be managed as a brand. It’s hard to be emotional about a brown shoe.”

The $2.6 billion retailer, whose brands include Dr. Scholl’s, Naturalizer, and Franco Sarto, also announced it will launch a new men’s footwear business, called Brown Shoe Bootmakers.

Read more from the St. Louis Business Journal and the St. Louis Post-Dispatch


Tags:, ,

Leave a Reply