Kylie Jenner Featured in Sam Edelman’s Spring Campaign as Brand Grows Footwear, Licensed Businesses and Retail Network

is expanding on multiple fronts as he looks to become a $1 billion brand at retail in the near future.

“We believe we have the potential to have the apparel, handbags, the perfume and all the things we are doing, to equal 50 percent of the business in the next two years,” Edelman said in an exclusive interview with WWD. With Caleres’ backing, he has highly ambitious plans for the brand, which is simultaneously growing its international retail network, wholesale business, e-commerce site, licensed brands and its mainstay, footwear.

“Libby and I have always been known for flats — ballets and sandals. Over the last eight years, we’ve become an incredibly formidable force in dress shoes,” said Edelman. “As a matter of fact, we have the number-one pump in America, maybe the number-one pump in the world — the Hazel pump.”Jay Schmidt, president and chief executive officer of Caleres, the Clayton, Mo.-based global footwear company, said, “I’m so excited for Sam, Libby and the entire Edelman team as they celebrate 20.

Last fall the company licensed fashion handbag firm HB Connections for a handbag line, which is launching in 134 Dillard’s stores. Asked who the Sam Edelman apparel customer is, he said it’s the same person as the footwear. They design for a 29-year-old woman, but the average age is much older. He noted that his wife, Libby, is their cofounder, muse and fashion director.They are targeting the aspirational customer who understands runway and fashion. “We find a way to interpret that for the American woman,” he said. He said he offers her fit, comfort and quality, and of course, value.

Edelman plans to make personal appearances at Nordstrom on April 4 in Scottsdale, Arizona and April 6 in Dallas. Asked what hero products Jenner is promoting in the campaign, Edelman replied it’s primarily the pumps, and then the ballet shoes. “We’re famous for ballets, and ballets are in fashion and they’re huge. They’re on fire right now. And our mary jane ballerinas are driving our business. And Kylie’s wearing our mary jane ballets, studded.”

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