How Gerli is relaunching Camel Active

After HC Footwear, a unit of Hamm Market Solutions which held the Camel Active license for footwear and handbags, filed for bankruptcy in May 2022, the license was taken over for seven years by the German footwear company Schuh-Import und Export Gerli in November of the same year.
“The previous license holder didn’t respect the brand’s DNA,” which led to a fall in sales, according to Mario Tözler, Head of Sales for Camel Active as well as for Gerli’s key brand Dockers by Gerli.
“Our current task is to stabilize the brand,” he adds, referring to Camel Active. He declined to disclose sales figures but indicated that the brand represented “a small part” of Gerli’s overall revenues.

Source: Camel ActiveMario Tözler
The priorities are to provide an all-leather collection concentrating on comfort and offering larger fits. “It isn’t a fashion brand but a high-quality one seeking to have a loyal customer base,” Tözler points out.
Prior to being managed by...