When footwear industry expert Charlie Liberge was hired to re-launch Earth Brand Footwear in the late 1990s, he was “working from scratch with a name only.” But he was able to usher in dramatic sales growth in 11 countries during a two-year period. Liberge (pictured below) now takes his brand experience to Jones & Vining, the 86-year-old full service footwear component company and the only volume last maker in the United States.
Liberge plans, serving as Jones & Vining executive vice president, are just as ambitious, including double the business within 3 years. Part of the plan is to transform Jones & Vining from a behind-the-scenes expert and supplier into a familiar industry brand name, similar to other components providers such as Primaloft, Gore, Vibram and Polartec.
“By moving away from a component sales model to a branding partner model we can be proactive in the development process, helping customers to create unique fit, comfort and quality concepts that will meet the needs of a demanding consumer and a competitive marketplace,” explained Liberge. “And, as the only company in the world that provides a complete line of footwear components, from lasts to outsoles, we can deliver from concept to final product.”
Jones & Vining currently works with just about every major supplier of athletic footwear, including Adidas, New Balance, Nike, Puma, Reebok, Riddell, Saucony and Under Armour, but in order to increase the visibility of the Jones & Vining brand within the industry, Liberge’s efforts will include strategic positioning; marketing rebranding; industry advertising; public relations; creation of a tagline, identification markers and other marketing collateral and sales tools; website redesign and development; and creation of a newly branded trade show booth.
“Jones & Vining has a rich history and wonderful story to tell, with three master model makers who lead the J&V last making teams across the globe, crafting lasts for leading footwear companies as well as discerning celebrities, pro athletes and politicians since 1930,” said Liberge. “It’s time to leverage this legacy and expertise and, ultimately, double the business.
Jones & Vining says it is the only company in the world that provides a complete line of footwear components: including lasts, inserts, midsoles, inserts and outsoles. Driven by a U.S. last manufacturing facilities in Arkansas, an insert/outsole PU facility in Maine and full service manufacturing facilities in China, Vietnam and Indonesia, the company provides a holistic approach to footwear development.
