Hot brand struts into shoe fair
Andrea & Joen will take its place among multitudes of women’s shoes showing at the AUSTRALIAN SHOE FAIR next February, with a view to expanding its offer and regional retail presence.
Founded by sisters - and self-confessed queens of women’s shoes - Andrea and Joen Tan, the brand has already garnered a strong following locally and overseas, particularly in the US. It has also attracted repeated business from consumers to celebrity lovers of women’s shoes including Gwen Stefani, Delta Goodrem, Fergie, Pink, Katy Steele from Little Birdy and local radio personalities Bianca Dye and Jackie O.
Director Andrea Tan confirmed Andrea & Joen would capitalise on its presence at AUSTRALIAN SHOE FAIR - co-located with FASHION EXPOSED and the Bags & Accessories Fair - to source jewellery and accessories with a view to adding to its range of women’s shoes.
Attendance at the trade fair also marked a potential expansion phase for the brand.
"We're very much a metropolitan brand, but there's certainly potential for a greater presence in regional and coastal areas," Tan said. Core brand Andrea & Joen, which has revolutionised women’s shoes and carries retail price points of $245 for high heels and $400 for boots, would be showcased alongside price pointed fashion brand SUNDAY Andrea & Joen.
"SUNDAY Andrea & Joen embodies the colourful combinations of the ocean and marine life, native landscapes to the playful summery fun laid back lifestyle and the mood of the changing seasons by the sea,” Tan confirmed. The brand had achieved significant brand recognition among consumers of women’s shoes in the street/surf and casual wear arena.
Aside from domestic expansion, Andrea & Joen would continue to drive its North American presence through established stockists in the US and negotiations with a Canadian distribution company. "Our longer term strategy also includes successful penetration of the European market for women’s shoes," Tan added.