Since it first launched in 2001 under the Jeep label, licensed from automaker DaimlerChrysler, the brand has undergone a series of name and style changes. In its latest incarnation, the J-41 team hopes to offer a blend of fashion, comfort and outdoor influences.
"We have a niche in the marketplace," said David Jonah, GM of J-41, a division of New York-based Vida Shoes Int'l. "We bring product with influences from other places. But we put a premium on comfort."
According to Jonah, the collection of women's styles (which accounts for 70 percent of its business in independent retailers such as Tip Top Shoes and Harry's in New York and The Tannery in Boston) are filling a void in the market. "Comfort independents don't get access to brands with an outdoor or sport influence," Jonah explained, adding that these more technical-oriented lines typically target outdoor and athletic specialty stores. "[Independents] are not the first target of brands like Keen and Merrell. They haven't been the focus of their distribution."
Driven by its loyal independent base, J-41 saw sales jump an impressive 300 percent in 2006 over 2005, and Jonah said he anticipates another 150 percent increase in 2007.
Bob Pearl, owner of J.L. Coombs, which has been carrying J-41 since spring '06, said he particularly likes the brand's lively color story. "It's got a fun point of view and reasonable prices," he said, noting that the brand appeals to a wide range of customers. For spring '07, Pearl ordered a number of styles, including the Sideline Mesh, a carryover from spring '06, and the Rebirth Leather, a sporty Mary Jane model.
Like Pearl, Cathy Tubbergen, co-owner of Holland, Mich.-based Borr's Bootery, said the brand has been selling to everyone from teens to women in their 40s and 50s. "I like it because it fills a niche. It has unique styling in the sport-casual [category]," she said. According to Tubbergen, the store was looking for a brand to complement its Privo business, and J-41 was both on-trend and comfortable. For spring '07, Borr's has placed orders for the Sideline, Rebirth and Dominica, a sandal style.
Yet while independent retailers are J-41's bread and butter, according to Jonah, the brand's next move will be to expand its distribution into department stores. "We're building the business on a grassroots level through these retailers," he said. "We still need to convince the bigger guys." The brand does, however, do a healthy business with catalog and Internet retailers including Zappos.com, J. Jill and L.L. Bean.
Motivated by the success of its core women's line, this fall J-41 will put its spin on a companion series of men's and kids' styles, set to hit stores in July.
The five-style men's offering includes sport oxfords and a hook-and-loop-closure style at 9, while the kids' collection features a total of five styles --- some completely waterproof --- retailing from to . Also for fall, J-41 is introducing four vegan patterns for women and kids that will retail for to . The entire J-41 collection features removable footbeds with gentle arch support, as well as moisture-management linings. The outsoles, which incorporate the brand's signature map motif, are made from 70 percent recycled rubber designed with the grip necessary to tackle tough terrains.
While performance is what ultimately defines the brand, Jonah said J-41 is just as focused on styling, particularly within its women's collection, which has a decidedly feminine point of view. "Why can't a shoe with grip on the outsole be more elegant, sexy and appropriate for going out to dinner?" he asked.
To meet the fashion demands of women in their 30s and 40s --- the brand's target audience --- the collection offers flats with functional strap closures as well as dressier pumps on curvy wedge bottoms.
"Wedges are lifestyle-driven. We want the shoes to be versatile," Jonah explained. In fact, the brand's lifestyle approach should work equally well with its new men's and kids' lines, he said. "It's got versatility, functionality and durability." |
