The feedback from retailers on the acquisition of the Bullboxer brand rights was predominantly positive, reports Lisa Schmitz, Henkelman’s brand manager responsible for Bullboxer. There were isolated concerns about whether Bullboxer would be launched as another inexpensive Henkelman brand in the future, the 29-year-old recalls. In order to dispel these doubts, the company repeatedly sought dialogue with retailers. “We were pleased to find that many people were open to our ideas,” says Schmitz. The company therefore now feels encouraged to continue on its chosen path of establishing Bullboxer as a specialist retail brand. In doing so, it is concentrating on the core competencies that Henkelman stands for, adds Michael Müller. And in addition to fast delivery, this includes above all good calculations for retailers and fashionable, saleable goods. The company wants to ensure a clear separation between Henkelman’s own brands and Bullboxer by means of different development teams and a separate field service. With Bullboxer, the company now wants to appeal to traditional shoe retailers in various markets.
Made in Portugal
Bullboxer leather shoes for men and women are priced at around 100 euros retail; synthetic models range between 70 and 80 euros. The vast majority of the brand’s shoes are made in Portugal. Here, the company was able to rely on previous Bullboxer producers. The currently popular retro sneakers with cupsoles are also made in the southern European country. Only sneakers come from the Far East – nowhere else can they be produced with a comparable price/performance ratio. The Henkelman team does not want to make any compromises when it comes to the features of the Bullboxer shoes. Leather as the shaft and lining material is the top priority. “We have been working on the right insole for the shoes for three months,” adds Müller. The right combination of quality and typically smart Dutch design is essential. With this approach, Bullboxer aims to conquer a piece of the market segment in which competitors such as Rieker, Bugatti and Tom Tailor operate.
The first Bullboxer models under the aegis of Henkelman were presented to retailers in June on Lake Garda. In this and the next round of orders, all relevant trade fairs are to be visited, from Shoes in Düsseldorf to Micam in Milan to the group events and Essenz in Munich. “After that, we will draw a conclusion as to which trade fairs are really worthwhile and where we want to continue to be present in the future,” explains the Henkelman CEO. Far Eastern goods, primarily sneakers, can be ordered until mid-October, and shoes made in Portugal even at the beginning of November. According to Lisa Schmitz, the first spring/summer goods will be delivered to retailers from the end of December. Bullboxer will then be found in the shop windows and on the presentation areas of shoe retailers and – as is the wish in Weert – will win the hearts of consumers.
