For the last season, the Astormueller team brought only a few Salamander shoes to Lake Garda. In January, the offer on the Expo Riva Schuh was a lot bigger: sneaker variants and boots for women and men are the focus of the new collection for H/W 2025/26. There are also booty variants with fur, retro sneaker and low-pro styles for women and variants for men based on performance sneakers. The feedback on the new shoes was good, says Frank Schmitz, Chief Sales Officer at Astormu. Above all, the sneaker area was well received – “also the new silhouettes, of which we believe that they will be found at more and more suppliers during the sales season”. But there was also a lot of encouragement for seasonal goods, especially for corey workboots for women and for men as well as models with warm feed and lambskin equipment. “In general, the collection has been well received by its value and look,” says Chief Product Officer Achim Tischer. For the men, the hybrid with a brown shoe company and sneaker floor, according to Schmitz, is “apparently correctly positioned”-a very good approach was found. Sneakers are between 99 and 120 euros in core price sites in both women and men’s area.
“Brand of the middle”
With the claim “Lifestyle for Comfort Lovers”, Salamander from F/S 2025 is to be re -positioned in the market. The slogan is not simply a beautiful wording, but is filled with life: high-quality leather, a hyperfoam sole for high comfort and the orthhillite insole are just a few of the features that should make it clear with every step what salamander stands for. This should also stand out from competitors. “This is a USP that should not be underestimated,” says Frank Schmitz. Including that the new shoes could be too little innovative, he and Achim Tischer do not share: Salamander is a brand of the middle and also offer shoes for this middle. This means timeless casual styles with comfort elements and uncompromising comfort equipment. However, trends are also taken up, such as the current fake fur topic. Trotte or elegant shoe types for women, on the other hand, are not part of the collection; In the men, too, the business sector has been adoted to the changed market conditions. We believe that Salamander shoes with regard to the interior, the use of materials and the price/performance ratio of the shoes can do more than the competition, ”Achim Tischer says confidently. This is seen in the reactions of trade: “We could certainly not have convinced our dealers to buy the shoes if not enough innovation in the products.” Both stationary and online retailers would have the first collection for F/S 2025 Gouted. And the response to the new developments for H/W 2025/26 was also good. After a manageable selection was shown on Lake Garda, the collection now comprises 160 shoes – 80 for women and men each. Currently, the field – the team consists of six people – is on the move with the shoes in stores. The models are presented in the showrooms of the brand in, Hanover, Sindelfingen, Breitscheid, Mainhausen and Munich.
