November 27, 2013 — Vasyli LLC recently announced the merger of its three consumer brands into a single, stylish brand that marries technology and performance with fashion, Vionic. Vionic, the contemporary, podiatrist-designed footwear collection will launch in the spring of 2014 in the U.S., Canada, Germany, United Kingdom, Italy, Australia, New Zealand and Taiwan. While a new brand in style and design, Vionic’s retains its most prominent feature, the Orthaheel technology.
Orthaheel was brought to the U.S. in 2007 by five Australians with a combined history of more than 135 years in the fashion footwear and podiatry professions. The company’s founder, Phillip Vasyli, is a renowned podiatrist with more than 30 years of experience, and the Vasyli think tank of advisors is comprised of some of the world’s foremost experts on biomechanics and lower limb health. This group helps to drive the innovations and research behind each and every one of the company’s products.
Distinguished by its unique medical heritage and commitment to maintain the vision of creating life-changing footwear, Vionic will continue to build an innovative brand that also feels sincere enough to maintain existing consumers’ confidence and trust.
Vionic is the direct culmination of feedback from consumers who have discovered the benefits of the Orthaheel technology and have requested that the aesthetics keep pushing the boundary of style selection while continuing to incorporate the same pain-relieving and supportive orthotic technology. In research groups carried out by Vasyli, the new Vionic brand name was a hit with current loyal Orthaheel consumers. Vionic will feature “Orthaheel Technology” in the brand logo to provide loyalists with the assurance that other than more of what they want, the trusted and effective technology will not be changing.
Feet were designed to walk on soft, natural surfaces such as soil and sand. In reality today, many people spend most of their time standing, walking and running on unnatural hard, flat surfaces in unsupportive footwear. Providing a simple solution to these painful problems, Vionic footwear restores the foot’s natural (neutral) alignment, enabling the feet, ankles and legs to function as efficiently and dynamically as they were intended.
The one-brand strategy is important as it enables Vasyli to focus all of its energy into a sole direction: stylish footwear with superior support. Continuing on Orthaheel’s triple digit growth since its introduction in 2007, Vionic is poised to experience a monumental 65 percent growth in 2013.
Vionic will keep a focus on key priorities moving forward, focusing on design, development and customer service. All the while continuing to improve upon the Orthaheel technology, identifying ways to build even more style and science into the footwear for the target consumer.
Source: Vionic
