Steve Sedlbauer, president of Cougar Footwear, on the rebuilt and repositioned brand that is gaining traction as a new blend of style, performance and Canadian cool.
6 min read
By Greg Dutter, Footwear Plus, December 1, 2018.
They say Rome wasn’t built in a day. Nor is it a simple task to reposition a footwear company that, for the past six decades, specialized in winter boot manufacturing. But over the past five years, Steve Sedlbauer and his team have done just that: a complete rebuild of the business into a year-round, “urban outdoor” lifestyle brand. Cougar Footwear hasn’t abandoned its cold-weather heritage; rather, it has incorporated many performance attributes that customers have come to expect (think waterproof and insulation) into elevated styling. The company has also infused its unique Canadian DNA into spring silhouettes, providing a fresh take on sandals and casual sneakers and creating a critical year-round cohesion for the brand.
Imagine slipping your feet into a soft pile of cozy. That’s what wearing our Shearling Collection feels like.