modebranchen.NU NU buyer's magazine, Dec. '17/Jan. '18 | Page 54

Article
ORIGINAL
CLOGS
IN DANISH DESIGN
Sanita Footwear is set to present its new clogs collection for AW 18 at the
Nordstil fair in Hamburg. Comfort mixed with a high degree of fashion is the
brand’s recipe for success.
BY HELLE MATHIESEN
Sanita Footwear began producing clogs in among the largest for Sanita for a long time. has managed to follow the latest trends
experience with clogs, is still designing its on the original comfort sole have become - When fashion and authenticity is combi-
the Danish town, Herning, in 1907. And the
company, which can boast of 110 years of
clogs in Denmark. The company’s footwear,
however, is produced in other European
countries, but in self-owned factories.
Export is an area of increased focus at Sa-
nita Footwear, which in October 2017 hired
Jens Bjerrum as sales manager for the Com-
fort Fashion division. He is looking forward
to the new season, which presents a lot of
stunning Sanita styles and brand-new de-
signs with the well-known wood and com-
fort soles.
Strong growth potential
- We see great potential for Sanita especial-
ly in the huge German market, but in Hol-
land as well, which is similar to the German
market in terms of style.
Both Holland and Germany have been
In addition, Sanita has experienced a strong
growth in the Italian market, where clogs
high fashion and are sold in some of the
most exclusive fashion shops around Italy,
says Jens Bjerrum.
Sanita expects this fashion trend to spread
to other parts of Europe in a short period
of time.
- It is a consumer's wish to have great pro-
ducts and be stylish, but at the same time
have comfortable footwear that you can
wear all day without problems. This is
exactly what characterizes Sanita’s com-
fort style - it provides great arch support
for the foot and helps the body to have a
healthy and upright posture, says Jens Bjer-
rum.
Trends and traditions
Sanita is the unique story of a company that
54 | ISSUE NO 04 DEC 2017 / JAN 2018 | MODEBRANCHEN.
while respecting the traditions of crafts-
manship.
ned with the great comfort of Sanita’s foot-
wear, you get a fantastic cocktail, says Jens
Bjerrum. He adds that it is of great impor-
tance that Sanita has insisted on keeping
its self-owned production facilities. It gives
ownership to the products and helps en-
sure a high level of quality better than in a
different kind of set-up, where the supplier
acts as a brand house that buys from diffe-
rent suppliers.
Sanita Footwear has showrooms and
agents over most of Europe and will exhibit
at Nordstil in Hamburg and MICAM in Mi-
lano in early 2018.