Salvaged footwear empire Payless Shoes has made another step towards its local comeback.
As previously reported on ragtrader.com.au, the local footwear chain was salvaged by US-based company Payless ShoeSource, after it as placed into administration in September 2012.
The business, which has resurfaced as Payless ShoeSource Australia, has now confirmed that it has inked a deal with local agency IdeaWorks to have the firm take control of creative responsibilities for branding in the Australian market.
Ideaworks, appointed after a “competitive review of retail specialists”, will now lead creative responsibilities in partnership with TMS driving smart media solutions and PPR Style Counsel providing a fresh voice for the brand again.
The team is scheduled to commence work immediately for a campaign kick-off early this year.
As reported on ragtrader.com.au, the move follows the appointment of Mark Jeffery to take on the role of managing director of Payless ShoeSource Australia in August 2013.
Commenting on the coup, Jeffery said he is looking forward to going to market this year with an entirely new product offering and highly targeted approach to re-engaging value conscious women.
“We were impressed by the passion, thinking and calibre of talent across the new agency team. And believe this team is the right mix for effectively telling our new fashion story in 2014.”
IdeaWorks chairman Jon Bird said the agency sees “amazing potential” in the US-backed Payless brand and are delighted to be engaged to help drive a new trajectory for the business.
PR Style Counsel's Effie Young added that the company is looking forward to working with the local Payless team to forge a new future for the brand.
“Together we’ll transform the brand into a fashion footwear destination like no other in Australia.”
Payless ShoeSource currently operates approximately 4,400 shoe stores in more than 30 countries throughout the world, and acquired the Payless Shoes 150-store network last year, following its successful restructure.
The company said it is looking forward to leveraging its experience in building a world-wide brand and will invest “significantly” in the Australian market to deepen the connection of the Payless brand with Australian consumers.
Payless Shoes Pty Ltd opened its first store on Sydney in 1980 and currently operates 143 units throughout Australia. The corporate office for Payless Shoes is located in Silverwater, NSW and was recently acquired by Payless ShoeSource based in Topeka, KS United States of America.