Liberty launches new subsidiary brand Healers

By

Isabelle Crossley

Published
Sep 6, 2017

Liberty Shoes Ltd. is branching out into the premium footwear market with its new subsidiary, Healers, in order to revitalise the seasoned footwear brand.

Around 25 crore rupees (approximately four million dollars) have already been invested in developing the Healers brand which is an attempt to turn around sales figures for Liberty. The brand is well known but has been operating with only a thin profit margin, leading to a need for innovation.

Liberty Shoes are well known for their value for money but Healers is designed to sell at a higher price point to reach a section of the market that has so far remained untapped for Liberty. Shoes will range from 3,000 to 10,000 rupees and will be displayed in separate showrooms in an attempt to distance them from the mother brand Liberty. The target buyers are working professionals aged between 25 and 40 who are shopping in the aspirational market. Anupam Bansal, the Executive Director of Liberty, explained that: “Healers targets this group with its style, comfort and price.”

Bansal has expressed his confidence that Healers will transform business for Liberty Shoes and said: “If Patanjali can take on FMCG giants like Unilever, why can’t we take on MNC rivals?” Moreover, Bansal stated that, although the new subsidiary brand lacks youth appeal, younger tastes will be catered to with the upcoming launch of another brand with a livelier image.

Liberty recently took part in RISE, the Retail India Summit and Expo in New Delhi, where they exhibited their shoes alongside other retailers from both India and abroad. The brand also took this opportunity to promote their new product line, Healers. Liberty Shoes Ltd. are based on Gurgaon, Haryana, and the business itself was founded in 1953 making it one of India’s oldest shoe makers.