Ziera shoes has positioned itself further into ecommerce with a fresh step into The Iconic online marketplace. Alongside this new move, the company welcomes a new CEO to lead the change.
Andrew Robertson, the third generation of his family to run Ziera, is now Chairman and has appointed Martin Bremner as Chief Executive. The switch in leadership comes at a time where the brand is positioning itself for growth plans.
The Ziera brand combines technology and fashion to create women’s shoes and now after success in a physical landscape, the store is moving to stock on the popular website, The Iconic.
Mostly based in Australia with stockists throughout New Zealand, the new move will shift most of the business to the new Ziera online store, which Robertson says will act as a strong point of sale alongside the flagships.
“We will always have flagship stores on the ground where customers can come in, check out the range and get fitted properly. But, once we have customised their footprint, their details can be stored online and they can then also buy with confidence from one of our digital channels,” says Robertson.
This approach means the company will need fewer high street stores but the ones it does have will be in top locations and offer superb customer experience. Consequently, three stores in Australia will close in July once their leases expire.
“Exciting times lie ahead for Ziera as we transform our business into an omni-channel retailer that provides customers with a convenient and easy experience, allowing them to shop however and whenever they choose,” says Robertson.
Since Bremner joined late last year, Ziera’s online sales have increased by 33 percent and the website is now its single biggest “store”. About 70 percent of turnover is generated in Australia.
In New Zealand, the company has also forged an exclusive trading relationship with Foot Mechanics, which has 17 podiatrists working across 17 clinics throughout the country. Each clinic will offer a core Ziera range instore and direct access to the website, making them one of Ziera’s biggest wholesale customers in New Zealand.