The founder of the Aldo Group shoe empire, Aldo Bensadun, decided to invest $ 363 million in a new marketing strategy. This is a record amount for the company. A large share of the investment will be spent on developing sales through new channels, in particular through the Internet.
The strategy will be implemented within five years. For its implementation, it is planned to hire about 400 new employees, among them there will be analysts who will study the behavior of buyers.
Aldo produces mid-priced footwear for men and women under four brands, as well as glasses, costume jewelry, bags, and hats. Although the company has gained the most popularity in North America, it positions itself as a global brand: its products are presented in 1750 stores in 82 countries of the world, which are mainly operating under franchises.