Ralf Ringer abandoned the development of the Piranha brand
13.08.2018 15375

Ralf Ringer abandoned the development of the Piranha brand

Two years after the launch of the Piranha shoe brand as a separate brand, the Russian shoe manufacturer Ralf Ringer decided to abandon its promotion. According to Ralf Ringer CEO Andrei Berezhnoy, the crisis forced the company to concentrate on developing one brand of shoes - Ralf Ringer.

The Piranha shoe line appeared in the Ralf Ringer assortment back in the 2006 year, the company singled out Piranha shoes as more fashionable, vibrant, different from Ralf Ringer - “a conservative shoe brand embodying all traditional masculine values”.

In 2016, Ralf Ringer decided to bring the lineup to a separate brand. The presentation of Piranha shoes, in particular, was held at the exhibition Euro Shoes Premiere Collection in 2017 year. Piranha was positioned in the mid-price segment, most of the collection was presented by men's sports-style shoes. The company's plans were not just the development of the Piranha brand, but also the opening of branded stores under this brand, which was supposed to appear in the second half of 2017 of the year.

However, as Ralf Ringer CEO Andrei Berezhnoy noted in a recent interview with Shoes Report, the crisis forced the company to abandon the idea of ​​promoting two brands at once. “We decided that we shouldn’t play with two brands, but rather concentrate on one - Ralf Ringer,” he says.

The company is currently rebranding its retail network, Ralf Ringer. The first updated store appeared in March 2017 of the year in the Moscow outlet “Belaya Dacha”.

Ralf ringer - A Russian manufacturer of men's and women's shoes, which is produced in three own factories - in Moscow, Vladimir and Zaraysk. The Ralf Ringer chain has more than 1700 outlets, including about 150 own retail stores and 30 franchised stores.

A full interview with Ralf Ringer CEO Andrei Berezhny can be found in the magazine Shoes Report No.159, 2018.

Two years after the launch of the Piranha shoe brand as a separate brand, the Russian shoe manufacturer Ralf Ringer decided to abandon its promotion. According to CEO Ralf Ringer ...
5
1
Rating

Latest News

Adidas pulls out of sneaker campaign featuring Bella Hadid

A recently launched advertising campaign for Adidas Originals sneakers, the face of which was chosen by American supermodel Bella Hadid, unexpectedly found itself at the center of a public scandal. The ad caught the attention of the American Jewish...
22.07.2024 156

Sneakers with Donald Trump's victory image become bestsellers

"Fight Fight Fight" is the name of a pair of high-top sneakers featuring a victorious image of Donald Trump after the attack. The shoes, which the politician released in memory of the terrorist attack in Pennsylvania, were produced in an edition of 4700 pairs, and were a commercial success. Pair…
20.07.2024 470

Birkenstock opens first store in Paris

Birkenstock's first Parisian store opens this Saturday. Two-story store with an area of ​​130 sq. meters is located in the heart of the fashionable Parisian Marais quarter, where interior showrooms, art galleries, boutiques,…
19.07.2024 547

OrthoLite expands its production center in Europe

The American insoles manufacturer has announced the expansion of its European facility, OrthoLite Europa (OEU), located in Almansa, Spain. The company strives to become closer to European partners and aims to increase…
18.07.2024 694

Almaty will host an exhibition of footwear, fur, leather and accessories Euro Shoes@CAF

From August 18 to 20, the main exhibition of the fashion industry in Central Asia - Central Asia Fashion (CAF) will be held in Almaty at the Atakent exhibition complex. For the fourth season of CAF, it is being held with the support of the Moscow International Footwear and…
17.07.2024 593
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning