During Düsseldorf’s shoe fair GDS Sportswear International talked to Achim Leidel, Head of Footwear Central Europe at Scholl Footwear, about the brand’s image change.

How important is the GDS shoe fair for you?
Although we have already had 90% of our orders done before, the fair is still important. Many retailers make additional orders in Düsseldorf and we are getting good response to our new topics.

Who are your main distributors?
Our clients are all important shoe retailers but more and more also fashion and trend stores are looking for us.

Do your clients still have the healthy clog in mind when they order the brand? Did they notice the image change towards more fashion?
It was a hard job for us during the last years.  We have changed our image completely. Shops like Breuninger or Uli Knecht are presenting our high fashion studio collection as an image brand.

Scholl footwear is indeed looking very fashionable. What are the top sellers for s/s 2011?
Flat comfortable shoes are our core business. But fashion retailers are looking for new themes with super heels, gladiator styles and platform wedges. Especially wedges are a growing segment.