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?

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