Since White Mountain’s acquisition by American Exchange Group in January, the footwear brand has quickly expanded beyond women’s footwear, its exclusive focus for the past 40 years. Now, White Mountain can add girls’ footwear to its areas of expertise.
“Growing beyond women’s footwear and entering a new market segment of girls footwear is very exciting for our brand,” Robert Geller, chief revenue officer of White Mountain, said. “Our goal is provide young girls with high-quality and on trend styles utilizing the same trusted heritage constructions that have made White Mountain a respected brand for the past 40 years.”
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White Mountain said that it’s received numerous requests from its retail partners to expand into the children’s category. Since White Mountain has spent four decades establishing itself in the women’s footwear category, girls’ footwear was a “natural next step,” with the girls’ collection designed to complement White Mountain’s women’s line.
“For the past four decades, White Mountain has remained committed to delivering high-quality, comfortable footwear at affordable prices. This dedication and the tremendous opportunity for growth is what greatly attracted us to acquire the brand in January 2023,” Alen Mamrout, CEO of American Exchange Group, said. “Expanding into girls’ footwear is a pivotal moment for the White Mountain brand, enabling us to connect with a broader consumer base and establish new retail relationships. Our goal is to offer new and superior products that appeal to a diverse audience, ensuring people of all ages and genders can experience the comfort and style that our brand is renowned for.”
Available from sizes 11 to five, the collection retails for $29.99-$49.99 and scheduled to launch for the Spring 2024 season on White Mountain’s e-commerce site, with retail and specialty stores to follow. To help promote and market this new collection, White Mountain has partnered with American Exchange Group’s in-house digital marketing company, Giant Propeller. The footwear company also appointed Ian Eichin as the vice president of this division and Aerosoles girls’ footwear, reporting directly to Geller.
American Exchange Group, which also owns the Aerosoles brand, announced a soft launch into kids’ footwear in January via a “mommy and me” collection, as many of the styles were “mini-me” inspired versions from Aerosoles’ women’s line. This aligned with American Exchange Group’s mission to grow the business and expand the customer base of the brands it acquires.