Sperry looks to establish "lifestyle brand" by adding apparel

10/17/2013 | Bloomberg Businessweek

Sperry Top-Sider owner Wolverine World Wide will try its hand at fashion with the launch of a nautical-inspired collection of yachting jackets, cargo pants, sweaters and other pieces. The company hopes diversifying into apparel will expand the brand without stepping on sales of its signature footwear and establish Sperry as a "lifestyle brand," Sperry President Craig Rheingold said.

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