Footcare brand Scholl’s retail network is to be rebranded as Shuropody, following its acquisition by the shoe chain, co-founded by design consultancy The One Off.
Shuropody bought Scholl’s UK retail network of 44 footcare stores from Alliance Boots in a deal that will see Scholl become solely a product brand.
Alliance Boots said that the sale of Scholl’s UK retail arm is ‘in line with the group’s strategy to focus on growing and developing its core businesses of pharmacy-led health and beauty retailing and pharmaceutical wholesaling’.
The outlets under the Shuropody name will continue to sell Scholl sandals, shoes and foot products, as well as other ‘comfort’ shoe brands. Like Scholl, the stores will also offer a chiropody service.
The One Off is overseeing the transformation of Scholl’s stores into Shuropody outlets, which it estimates will take the next 18 months. Most Scholl stores are located in the Midlands and north of England.
Explaining why Shuropody has decided to drop the established Scholl brand name, The One Off’s managing partner Adam Devey-Smith says, ‘Although it is aimed at the slightly older customer, Shuropody still manages to be aspirational, elegant and cool.’
Devey-Smith says that the Shuropody retail concept was inspired by Scholl in terms of offer, while haircare brand Aveda influenced its look and feel.
The One Off established therapeutic shoe shop Shuropody with former Dr Marten’s global chief executive Frank Duffy in January this year. The consultancy negotiated an equity deal for creating Shuropody’s branding, collateral and retail design, and by June had opened ten outlets.
1904 Dr Scholl was founded by US doctor William Mathias Scholl
1913 Dr Scholl’s first Foot Comfort Service shop opened in London
1959 The first Scholl exercise sandal was created, which was later popularised by celebrities such as Twiggy and Jean Shrimpton throughout the 1960s and 1970s
2000 Manchester-based consumer healthcare company SSL International, which still owns the product arm of Scholl, sold the UK Scholl retail business to Alliance Unichem (now Alliance Boots) for £3m