Sigerson Morrison is stepping out of the shoe box.
Slightly more than a year after the firm sold a majority stake to Marc Fisher LLC, a Greenwich, Conn.-based footwear firm, it has its sights set on becoming a full-fledged footwear and accessories brand with a global network of boutiques, a first-ever global marketing campaign and additional product categories such as handbags, eyewear and small leather goods. The firm aims to double its business. In 2006, Sigerson Morrison had $30 million in sales.
Sigerson Morrison is yet another accessories brand aiming to flesh out a lifestyle concept. Lambertson Truex, the New York-based luxury accessories firm owned by Samsonite, opened two stores on either coast this year. Mulberry, the British accessories company, started rolling out U.S. boutiques, including two in Manhattan, one in Manhasset, N.Y., and another in Atlantic City, N.J. Last month, Tumi, known for its utilitarian luggage, opened a store geared toward fashionable female shoppers at 1100 Madison Avenue in Manhattan to show off its David Chu-designed handbag collection.
In preparing for growth, Sigerson Morrison last year appointed Lance DeShazo as president. DeShazo worked at Coach as senior vice president of footwear, and before that at Nine West, where he was group president.
"We're firing on all cylinders," said Miranda Morrison, creative director, who founded the luxury footwear firm with Kari Sigerson, who is also a creative director.
The designers, who met at a footwear design program at the Fashion Institute of Technology in Manhattan, are known for their pointed flats and city-chic boots. But they want to be known for more, such as handbags, a category in which Sigerson Morrison has dabbled but not seriously pursued.
"Capital investment is important to take a brand like ours to the next level," DeShazo said. "We're improving sourcing, systems and logistic synergies."
First up are a slew of store openings in the U.S. An 800-square-foot boutique at 987 Madison Avenue in New York opened Friday. The firm also has a Sigerson Morrison shop on Prince Street and a store called Belle, its four-year-old lower-priced sister line. A 1,600-square-foot Sigerson Morrison boutique in Malibu, Calif., is to open in February and a 600-square-foot Belle store at 9604 Brighton Way in Beverly Hills is slated for January. The brand has existing units in Los Angeles and Tokyo.
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