The future of Simple Shoes is about to get a whole lot more complicated. Deckers, its parent company, announced plans on Tuesday to cease distribution of the eco-friendly shoe brand, effective Dec. 31, according to WWD. Deckers will shift its focus instead to Sanuk, a casual footwear brand it acquired last month for $120 million. “Given that there is some degree of overlap between Simple and Sanuk consumers, and Sanuk’s positive outlook and global appeal, we make this difficult decision knowing it is in the best interests of the brands, the company and its shareholders,” Angel Martinez, Deckers’ CEO and president, said in a statement.
SHAKY GROUND
After 20 years of business, Simple took an abrupt turn after Teva and Simple president Pete Worley took over in January 2010. Simple, Worley told WWD in November, had lost its identity. “The original roots of the brand—and the reason it’s called Simple Shoes—was that it was all about the simple life, of which environmental consciousness was a very important element,” he said. “But over the years, that eco story took over and became the entire platform, and it even took on a bit of a preachy tone, if you will.”
After he took over in 2010, Worley implemented a new agenda for the brand: keep the green elements, but ditch the eco-only association.
Consumers found the brand message “too serious,” according to Worley, who implemented a new agenda for the brand: keep the green elements, but ditch the eco-only association. “We believe that has held Simple back and caused it to be less approachable than it should be,” he said. “[Simple’s] high-water mark, sometime in the late 1990s, was just north of $30 million. Since then the brand has lived in the $15-to-$25 million range in global sales. That’s barely scratching the surface, so there’s huge potential out there.”
Requests for comment were not immediately returned.
Update: Deckers is currently evaluating their options for the Simple brand, according to spokeswoman Errin Cecil-Smith, but the Dec. 31 cutoff will still hold.
+ Simple Shoes
Sorry to hear about the Simple brand. I love the sneakers. They’re a bit funky and cute. Comfy too. Plus they carried my size (12 womens) and that’s a hard size to find in cute shoes.
This is bullcrap. I like simple AND sanuk, but sanuk isn’t as eco-friendly as simple. Fooey. Sanuk does have a “Rasta” shoe line, which I own the slipper and the sandal. Whatever. I have no control over it anyway. Bluh.
Yeah, it is a shame. There are few clothing lines that more honestly push the environmental issues we should all be more conscious of as we exercise our consumerism. It is my personal passion, and I thought Simple was unique for this. Since learning about them only a year ago I have bought 4 pairs of their shoes, locally, only to find in store supplies dwindling. That’s what has brought me online actually. To search for Simples!
I am so upset about this. I was really proud to own shoes made from recycled car tyres, that were so cute and comfortable. My pair are now worn out and I was looking to replace them, only to discover that there are none to be had anywhere.
I’m disgusted and saddened that they would stop making an environmentally friendly brand of shoe because it seems ‘too preachy’! Governments are struggling to make people aware of the environmental crises we’re facing, and encourage us to buy recycled products, but this company decided it’s not so profitable to be responsible, so screw the environment.
From what I’ve seen of the Sanuk range, the overlap they talk about does not apply to the type of shoe I loved. They are apparently just discontinued.
Thanks Worley.
In the words of Dr. House, “you idiots.” Can’t believe you’re discontinuing Simple sneaks. I love them. My friends love them. Bad business decision, guys. Bad business.
Sad excuse by a company to discontinue a shoe because there was too much dialogue about the enviroment ! The shoes were great and they are the majority of my wifes shoes… I hope the company realizes sanuk does not cross over. Really disappointed… Does anyone know of a brand that comes close in design ?