Former Vans execs in U.S. and Canada start Urshuz

Former Vans executives from the U.S. and Canada have started a footwear company that has shoes with interchangeable uppers and bottoms, letting customers mix and match products for different looks, putting them together almost like Legos.

The company also has a strong sustainable business model.

Called Urshuz, and already selling to select boutiques in Canada and the U.S., we caught up with company founder and former Vans Head of Design Grant Delgatty to find out about the brand and their plans for distribution.

Who came up with the concept for Urshuz and why?

I came up with the concept for Urshuz a few years ago. For years, I designed for footwear brands like Vans and DVS, and every season I would have to create each new color and material combination based on what ‘we’ (the company) felt the consumer was looking for.

Consumers often asked me questions like, “Why don’t you try this color on that bottom?” This is when I began to think, “Wouldn’t it be great if the consumer could have more creative input, and have the ability to actually design their own combinations?”

With my idea for the Urshuz interchangeable system, consumers now had the ability to create and recreate their own looks and styles.

What’s the mission behind the company?

It is our mission to engage consumers in the creative process, allow them to express their individuality, and evoke environmental consciousness. We do this by offering interchangeable shoes that are also recyclable.

Who’s backing the company? How is it financed?

Claude Roy, the CEO of Momentum Distribution, a firm with Canadian distribution rights to several footwear and apparel brands, privately funds Urshuz. Claude and I became friends while I worked at Vans and Momentum distributed Vans to Canada.

Who is involved? 

Team Urshuz: Greg Hagerman, Grant Delgatty, Melanie Morier, Claude Roy

In addition to Claude and myself, Greg Hagerman, who has extensive sales experience (formerly VP Sales of Vans and COO of GMI which licenses footwear for companies like True Religion and Ben Sherman), is also an investor and consultant. He was a colleague of mine during my time at Vans.

Where are you selling? What types of shops, what regions? 

We’re mostly selling in trendy, urban boutiques in the U.S. and Eastern Canada. In September, we launched our transactional website, so consumers can buy Urshuz online through Urshuz.com, which is proving to be a great selling channel.

We’re in the process of completing a distribution deal with a firm in Japan, and we’ve been getting requests for distributing rights from people all over the world, so consumers in many countries are sure to see our brand in the future.

See Page 2 for Urshuz target markets, price points, more

How will the shoes tie into the action sports consumers? Better yet, who is your consumer?

We are targeting young, stylish consumers between the ages of 18 – 25. Although we feel the overall concept for our product can span a much larger demographic, we feel the consumers who will really become engaged with the concept are the young, self-expressive generation who are fueling this growing DIY / ETSY / green movement.

When do shoes hit shops? 

We started a soft launch of our products in June, selling at a few select boutique retailers and Urban Outfitters locations around the U.S. and Eastern Canada.

Due to the innovative nature of our products, and because uppers and soles are sold separately, we first wanted to figure out the best way to present our concept and products in-store, before offering Urshuz to a larger audience.

Our efforts are currently focused on raising brand awareness and increasing our online sales, and in the coming months, we hope to move forward with new retail partners and international distributors.

What are the price points?

A “complete” pair of Urshuz (uppers + soles) retails for between USD $45 and USD $75.

Any initial marketing plans?

We’re working to collaborate with organizations that share our passion for promoting creativity and self-expression.

One organization we’re starting to work with is The Hall Pass Tour, which brings after-school concerts to underserved schools around the U.S., and encourages student involvement in music and the road to higher education.

Programs like these are such positive creative outlets and they really represent what we’re all about.

What have retailers been saying so far?

Retailers are really excited about this product – it’s like nothing else on their shelves! They’re always looking for something new and fresh to show consumers, and Urshuz offers that.

The response from consumers has been very positive – they’re especially pleased with how comfortable the shoes are. This is great to hear, since I put a lot of work in to ensure that the shoes would be extremely comfortable. The fact that the soles are also 100% recyclable, is really just icing on the cake!

Is Urshuz a Canadian or U.S. company? What market are you guys going after first? Or are you going after both simultaneously?

We are a true Canada-USA partnership. Our management and marketing takes place in Montreal, while our product design takes place in Pasadena, where I am based.

Our marketing and sales efforts are geared toward the US and Canadian markets. Both markets have the trendy, active, creative consumers we think will appreciate our products.