Kumfs rebranded as Ziera. Do the market buy it?

Ziera has been in Australia since 1995. In 2010 the company underwent a major rebrand from their former name, Kumfs. The purpose of the rebrand was to step away from grandma and make a play for the daughter. That’s no small feat (feet?) in any industry – it’s a major perception shift. The words fashion and comfort are a rare pairing, but fashion and orthotics is a giant leap of Neil Armstrong proportions.

However, it’s not entirely implausible. Birkenstock and Dr. Martens certainly didn’t start out as style icons. Even the very popular Spanish label Camper is known as both trend and comfort. Credit must go to managing director and third generation owner Andrew Robertson for wanting to grow his family business and build a greater brand.

Can Ziera gain a significant foothold in this broader market or is it a step too far from the older, loyal customer base?

Seedling grows Aussie market

If you’ve ever been into a toy shop or wandered through the children’s section of a department store, you’ll know all about consumer choice. Aisle after aisle of products vying for attention. Things that beep and bleep, shake and sing. High tech, low tech, vintage revival. The toy and games sector is overwhelmed with products.

Imagine my surprise then, when earlier this year I came across a brand that not only stood out on the shelves but seemed to pop up in every trendy little kid’s boutique and magazine. I was further delighted to find that Seedling is made by Kiwis.

There’s a craft revolution going on in Australia, as it is indeed around the world, and Seedling is right in the middle of it…

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