When Deckers Outdoor Corporation purchased Sanuk for $120 million last month we mentioned that the company now had an “odd footwear collection.”
Well, according to a memo reportedly sent out today (June 21, 2011) by Deckers CEO Angel Martinez, it appears that they thought their mix was getting a little strange as well and have decided to “cease distribution of the Simple brand, effective December 31, 2011.”
The memo continues:
While it is difficult to say goodbye to Simple, it no longer fits in our portfolio. We have before us a number of major opportunities that require our focus and investment, and we are consolidating our energies and resources in support of these opportunities. . . .We are at a point in our company’s growth where it’s critical that we invest in brands and initiatives with the highest global growth potential in both the short- and long-term. With UGG Australia’s global expansion opportunities, Teva’s move into closed toe footwear, the recent Sanuk acquisition, and exciting prospects on our emerging brands, it’s become clear that focusing diligently on our very best opportunities will create the results we’re looking for to continue to fuel Deckers’ growth.
While we were really into several of Eric Meyer’s shoe designs at the beginning, we kind of lost track of the brand along the way. Guess we’re not the only ones.
Born on friday the 13th of December 1991 and death notice served on the summer solstice June 2011. Final day in late Dec. 2011. So the brand will make it to twenty years old. Still not old enough to buy beer though. Bummer. On the bright side… the Hindus believe that after you die… you reincarnate as something better! Most of all I miss writing the ads.
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