Wolverine sells Sebago brand to BasicNet

United States/Italy
Published:  11 August, 2017

Wolverine World Wide has announced it has sold its Sebago brand to BasicNet, an Italian corporation with a global network that has a portfolio of brands including Kappa, Robe di Kappa, K-way, Superga and more.

“As an organisation, we have always been active portfolio managers, with a sharp focus on our highest-value opportunities. We have recently completed a strategic review of our existing portfolio and have been exploring a variety of alternatives for some of our smaller brands and businesses,” said Blake Krueger, Chairman, CEO and President. “We believe the decision to divest Sebago will allow us to focus on accelerating our most important opportunities while enhancing shareholder value.”

Wolverine said it continues to make significant progress toward its Wolverine Way Forward strategic transformation, and the sale of the Sebago business is part of the company’s ongoing effort “to optimise the organisation to excel in the “new normal,” a fast-evolving consumer and global marketplace. With a focus on four key sprint lanes – growth and innovation, operational excellence, portfolio management, and people and teams – the Wolverine Way Forward is the most comprehensive transformation effort in the company’s long history.”

Wolverine Worldwide’s brands include: Merrell, Sperry, Hush Puppies, Saucony, Wolverine, Keds, Stride Rite, Chaco, Bates, HYTEST, and Soft Style. The company also is the global footwear licensee of popular brands including Cat and Harley-Davidson.

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