Wolverine Worldwide, a Michigan-based footwear retailer, has formed a joint venture with Tata International to market footwear and apparel in India. 

The new joint venture will initially be responsible for the wholesale distribution of Wolverine Worldwide’s Merrell and Caterpillar footwear brands. Wolverine Worldwide and Tata International will each hold a 50 per cent stake in the JV. 

Wolverine says entering India in partnership with Tata allows the Merrell and Caterpillar footwear brands to get closer to their target consumer, while providing deeper insights into brand development opportunities.  It will also serve as a gateway and powerful brand platform for further growth of Wolverine’s broader portfolio of brands throughout the Asia-Pacific region. 

Tata brings significant retail and marketing expertise into the joint venture, as well as its 30 years of experience in manufacturing footwear, specifically for the Indian market. An additional benefit is an agreement with Trent, another Tata Group company, which operates more than 50 department stores in India, giving a ready-made retail channel for the brands.

“This new partnership demonstrates the progress we are making towards our goal of expanding the global retail presence of our brands through standalone stores, shop-in-shops and selected wholesale distribution,” said Blake Krueger, Wolverine Worldwide chairman and CEO.

“This joint venture model follows the successful strategy of our owned operations in the US, Canada and much of Europe.”

N N Tata, MD, Tata International said: “We look forward to a successful partnership with Wolverine in addressing the lifestyle footwear market in India, which offers a meaningful opportunity. This is consistent with Tata International’s focus on growing its presence in footwear distribution and retail in domestic and international markets.”

Wolverine Worldwide’s portfolio of brands includes Bates, Chaco, Cushe, Hush Puppies, Hytest, Merrell, Sebago, Soft Style and Wolverine. 

GB