Dive Brief:
- Brunt, a DTC boot and apparel brand for American trades workers, has jumped feet first into wholesale by adding partnerships with nearly two dozen retailers spread across the country, per a news release.
- Founded in 2020 as a digital brand, Brunt is expanding its distribution channel with 23 retail partners and will be available at 110 retail locations. Partners now include such retailers as Saf-Gard, Shoeteria, Vanderloops, Haney Shoes, Blue Collar, Trav's Outfitter, Chuck's Boots and Workwear Safety.
- At the same time, Brunt has updated its Marin and Bolduc collections. The company said it has improved the fit, comfort, performance and safety of the boots. The Marin, Bolduc and Ohman collections are all available at the new partner stores, with additional styles to be added over the course of the year.
Dive Insight:
Brunt said its footwear has been updated and enhanced with waterproofing for all lined boots, improved cushioning and support and full-grain barnyard-resistant leather sourced from Texas cattle.
The company’s retail partners will feature an assortment of its footwear with 15 total SKUs, while nine stores will also carry Brunt apparel including hoodies, pants, T-shirts and hats. Brunt plans to bring products to an additional 25 to 30 retail partners this year, reaching up to 275 locations in total. The brand also plans to expand online to Amazon and Zappos.
After three years of “triple digit growth”, Brunt felt it was time to move from its lone DTC channel to a second channel of brick-and-mortar retail partners.
"We put our customers at the center of everything we do and every decision we make," Eric Girouard, founder and CEO of Brunt, said in a statement. "Their feedback on our original products helped us double-down on comfort and durability with this next generation, and the move into retail was in direct response to thousands of requests from trade workers who want to try products in real life before making a purchase."
Brunt was created by Girouard who saw a white space for the millions of American trades workers who require safe, comfortable shoes and apparel for their jobs. The company estimates there to be 23 million workers in the United States in the construction, installation, maintenance and repair industries.
Brunt made a number of changes to its growing management team as it prepared to enter a new distribution channel. In October of last year, the company announced additions to its executive leadership team, as well as naming former Hoka President Wendy Yang to its board of directors. New executives were named to the positions of president, chief financial officer, chief marketing officer and head of people. Co-founder Dave Chernow was promoted to the role of chief operating officer.
