Footwear brand Shellys to be resurrected by Aldo

Under a new licensing agreement Aldo Group’s branded wholesale division, Aldo Product Services (APS), will design, sell and distribute Shellys London, beginning with the autumn 13 season.

APS’ general manager Nicholas Martire called Shellys an “iconic heritage brand” that would appeal to a new generation of shopper.

“The millennial shopper falls roughly into the 16-24 age group and is fashion savvy,” he explained. “The APS team has worked to anchor the brand back to its roots, positioning it as street fashion with mass-market approachability.”

The brand will be re-launched into Europe, the US, Canada and the Far East from August, reported Retail Week sister title Drapers. In the UK, key stockists include Asos, with Nordstrom stocking the range in the US and Zalando in Europe.

The average selling price has been lowered slightly from Shellys’ previous range to make it “a little bit more commercial” for the target customer. Average retail prices will range from £40 for ballet flats to £150 for boots.

There will be 90 SKUs available in the autumn 13 collection to appeal to each international market.

“We hope we can give the brand a slightly wider distribution than it has ever had before, particularly in larger department stores,” added Martire.

Shellys London previously existed as a retailer as well as a brand and had three stores in London. In 2007 the Oxford Circus store was closed, and the business put up for sale by its former owner Stylo.

In March 2008 the Shellys brand name and intellectual property associated with the brand was sold to Hong Kong-based footwear supplier Eternal Best Industries, from whom APS has struck this new deal.