3 Sep 2010

Kumfs rebrands to help reach growth target

11:18 am on 3 September 2010

New Zealand footwear business Kumfs is rebranding itself in a bid to meet its global growth plans.

Kumfs was started in Auckland in 1946 by brother-in-law podiatrists, David Robertson and Mervyn Adams, after they found it difficult to find good shoes to fit their clients.

Now the company, which has 19 stores in New Zealand, 24 in Australia and one in the US, is rebranding itself as Ziera.

Managing director Andrew Robertson says the company felt a fresh feminine brand was necessary to achieve its target of tripling sales to $200 million a year in five years.

Mr Robertson says the rebrand and associated marketing is costing the company about $8 million, which he believes will be a worthwhile investment.