Not only for individualists

Not only for individualists

Brand milestones 1996: Brand launched with a new polish in six colours, jar packaging only 1998: A small selection of care products added to the range 2003: Relaunch and expansion of the range in shoe care, insoles and foot comfort, laces, shoe trees and accessories 2015: Brand and logo internationalisation and relaunch with photo campaign

1996 Brand launched

1996 Brand launched Claim: Traditional English leather polish Product: High-gloss Polish, 100ml Target market, retail: Shoemakers, bespoke shoemakers Target market, consumers: Mainly male, quality and fashion-conscious, mainly business-oriented Product orientation: Quality care polish for handmade, welted shoes, mainly in brushed leather Look and feel of the product: Cosmetic PET jar, dark-blue label, highquality horsehair applicator brush Range width and depth: A product in four classical standard colours as well as black and colourless traditional and modern: solvent-free

1998 Range expanded High-gloss Polish, 100 ml: six articles Water Protect Special, 50 ml, waterproofing concentrate Glass bottle with applicator brush ideal for leather soles and stitching on exclusive bespoke shoes Water Protect, 100 ml, waterproofing spray Glass bottle with pump spray head Hi-Tech Cleaning Foam, 200 ml PET bottle with foam pump head A first on the market: No propellant gas: ideal for use indoors 100% active ingredient New: Ideal for modern shoe materials as well!

2003 Relaunch and full range

2003 Relaunch and full range Market development: Change in consumer behaviour in shoe care in a constant stream of new, stylish materials. Growing demand for new speciality products continuous expansion in the shoe care range Target market, consumers: Increasing focus on female consumers soon developing into the main Shoeboy s market need to mitigate the masculine tone for a unisex range Target market, retail: Increasingly more shoe shops (shoe boutiques, but also all other shops with good, quality shoe brands)

2003 Relaunch and full range Range width and depth: Changing customer structures lead to the need for a full range of shoe-related products including insoles, foot comfort articles, laces, shoe trees and accessories Look & Feel: Uniform look across all product areas for a high-profile, cohesive market presence and a good level of consumer awareness Brand expansion: Start of international business with Shoeboy s in Western and Eastern Europe

2015 Internationalisation and relaunch

2015 Internationalisation and relaunch Internationalisation: Need for new product versions (languages, product formulas) and new market-specific products for other consumer groups Marketing: Customised sales and marketing concepts for a wide variety of needs amongst the diversity of customers throughout the world Look & Feel: Thorough brand identity redesign with all accompanying measures, including an international photo campaign

Shoeboy s worldwide Present in more than 20 countries More than 90 products with 600 articles More than 300 enthusiastic business customers Average of 5 new products per year More than 20 partners at home and abroad Countless shoe care afficionados worldwide

Shoeboy s now Look & Feel: Minimised design modern, clear, concise and streamlined. Intensification of glowing blue to support the strong brand Logo: Simplification and modernisation of word brand and logo. Clear emphasis on white background. Logo reminiscent of quality cigar bands at the lower edge with a silver-grey band our seal of quality Benefits to retailers: Uniform brand design more clearly communicating the specific application and benefit of our products

Highlights at a glance 1996 Starting with innovation: High-gloss Polish, 100 ml in jars 2002 First international customers in Western and Eastern Europe 2005 Shoeboy s care products tested in collaboration with GORE 2013 Contour foam shoe trees with silver-ion in formula 2015 Shoe Cream launch with 38 colours in stackable 50 ml glass jars 2003 First relaunch: Shoeboy s develops into a full-range assortment 2015 Sensation memory insoles: Bestseller of the year 1998 Range expansion, including the innovative Hi-Tech Cleaning Foam without propellant 2008 Bamboo insole with environmentally friendly bamboo-cellulose terry 2016 Innovative Evolution footbed system launched

POS presentation Universal: Ideal product presentation for trend stores, shoe specialists and chains Intelligent: Appealing, selfexplanatory shop-in-shop goods presentation Individual: Bespoke solutions addressing varying customer needs for additional buying incentives

Sales campaign materials Support: Attractive sales materials, including catalogues, colour cards and consumer flyers

Webseite Current languages: German and English Individual use: Highly browsable website presenting the range with good navigation Consumer-friendly: Application videos for care products and more features

Why Shoeboy s? Full range: Complete selection with all major fast movers and special products Uniform: Clear, attractive look for consistent product presentation and high brand awareness Targeted: Individual choice from the whole product range and depth depending on store, shoe range, size and consumer demand Capable: Fast, flexible response to international customer and retailer needs from excellent product and sales expertise Sales support: Individual product and sales training Innovative: Product development expertise in every product area high level of flexibility and innovation from manufacturing integration and close cooperation with partners Experience: Twenty years of Shoeboy s means more than 80 years of experience in shoe care, more than 50 years of experience in shoe trees, and 60 years of experience in insoles and foot comfort Sustainable: Emphasis on environmental research and development, packaging and raw materials procurement, and production processes (cradle-to-cradle). Manufacturing complies with stringent German and European quality standards