Fallen Footwear, the mythical California skate footwear brand founded in 2003 by Jamie Thomas and gone out of the market for almost two years has now been acquired for a global re-launch by Town Connection, an investment group with its headquarters in Buenos Aires, Argentina.
Town Connection is not new to action sport business and was the licensee for Fallen Footwear back in the days, is also one of the best O’Neill international lincensee while carrying other footwear and skate accesories brands too. They have recently acquired Fallen’s worldwide trademark and all of it’s original social media channels to bring back the hype to the +500k global fans.
Taking in consideration how significantly the market is changing and how challenging retail is going to be in the years to come they are set to open an innovative collaborative business model with licensees in important and complex markets and going direct with big retailers / e-tailers in other territories. Consumer finding the shoes at a fair price is a must in this approach.
They recently put together a small booth at ISPO in Munich looking for international partners and experienced really good feedback from European and Asian players. The company management is eager to find the right partner particularly in United States where brand recognition and preference is the highest.
Fallen will live on their skate DNA heritage and an incredible brand recognition on young global consumers. Town Connection believes that the brand still has a strong built equity with products that are memorable, easily recognizable, and understood as superior in quality and reliability.
For this global approach product is designed in United States, marketing efforts and headquarters support are coming from Argentina and production in Asia. Starting off with a shoe line that introduces new styles, incorporates new materials to brand’s classics and brings a whole new apparel collection.
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