Montreal-based Lolë Brands, a global apparel company producing elevated athleisure, active and outerwear designed to last, is acquiring outdoor lifestyle footwear brand, Sanuk®, previously a division of Deckers Brands.
Founded in 1997 within the vibrant surfing, action sports and outdoor community, Sanuk has long been synonymous with comfort, creativity and free-spirited adventure, said Lolë.
“Sanuk is iconic for its disruptive spirit and loyal fanbase, and we’re pleased to welcome the brand to the Lolë family,” said Todd Steele, Lolë CEO. “We look forward to working alongside Katie (Pruitt, Sanuk Vice President, General Manager) and leveraging Lolë’s resources and partnerships to embark on a new stage of growth for the brand.”
“I’m honored to join the team at Lolë Brands, a talented group with whom I share a similar passion and vision for building brands,” said Pruitt. “Together, we see exciting opportunities to elevate Sanuk’s product offerings, disrupt the marketplace and build brand love with our growing community of Sanuk fans.”
Sanuk says it is on a mission to spread smiles far and wide through fun yet functional footwear. The partnership will usher in a new era for the beloved Southern California-born brand, as Sanuk and Lolë share a commitment to responsibly produced, innovative and stylish designs, it said.
“Under new ownership, Sanuk will benefit from a renewed investment to build on its core strengths, such as unique, consumer-centric products and marketing that differentiates the brand in the marketplace. Sanuk’s loyal customer base of wholesale partners can look forward to experiencing the brand’s evolution, which includes a nimble and progressive approach to marketplace management and customer service,” said the company.
Pruitt will focus on evolving the brand strategy and prioritizing direct-to- consumer and wholesale customers to drive innovation and growth. In the coming months, Sanuk will relocate its operations and open a new office in Los Angeles, CA.
This acquisition marks the second for Lolë in the past year as it expands its portfolio of environmentally conscious consumer brands.
Lolë is a global apparel brand offering elevated athleisure, active and outerwear versatile and stylish enough to transition from the studio to the street, and everywhere in between. Designed in Montreal. Lolë clothing can be found at more than 1,500 retail outlets around the world, in Lolë Ateliers and online at lolelife.com.
Founded in 1997, Sanuk is an unconventional footwear brand on a mission to keep you comfy, protect our happy places and cultivate community. Sanuk is the Thai word for “fun,” so we infuse fun into everything we do.
