Mallet London Refreshes Logo, Drops New Sneaker Styles as Brand Aims to ‘Elevate’ Amid Changing Management
Months after co-founder Tommy Mallet stepped down from his role at his eponymous footwear brand, the company has launched a new look and range of products.
Starting today with the launch of Mallet London’s new summer collection, the company has a refreshed brand identity, featuring elevated designs, a new logo, reimagined content and an updated website.
“We’re carrying on moving ahead after some changes at the top,” Evren Ozka, co-founder and business director of Mallet London, told FN in an interview referring to Mallet’s exit late last year. “There’s obviously been a bit of controversy around the situation. He still technically owns his shares, but we’re just carrying on moving the business forward.”
Ozka noted that Mallet’s exit, didn’t really move the needle for consumers outside of the UK. “We’ve done some research on this, and it didn’t really affect us at all,” he said. “It was only really an issue for some of the consumers in the UK, but international wise, it doesn’t really affect us.”
“We’re taking this time to move the collection into a new direction, while still remaining loyal to our core consumer,” Ozka added. “We’re just focused on elevating the brand and moving it forward.”
According to Ozka, the latest collection aims to showcase newer high-quality materials and contemporary designs. Highlights include vibrant new colors and lightweight iterations of best-selling styles like the Popham sneaker.
Mallet has also introduced the Jupiter sneaker, with its distinctive chunky silhouette and ergonomic sock design. Available in unisex colorways, the Jupiter is a running-inspired silhouette that features a bubble heel detail.
The brand has also launched a new basketball shoe called the Compton. The ‘90s-inspired silhouette makes for a wider-fit and features more of Mallet’s new range of elevated materials.
“This is our best collection yet,” Ozka said. “We’ve been working on this for months and are incredibly excited to share it with everyone. We’ve pushed the boundaries of what we thought was possible for us as a brand and the result is something that we’re all extremely proud of. We’re proud to be a British brand and have continued to draw on inspiration from our surroundings and remain loyal to our core values.”
And while Ozka has been focused on elevating the brand, the pricing strategy remains unchanged. The new collection ranges from $235 to $295 and is currently available at us.mallet.com and saksfifthavenue.com. “We try to stay loyal despite the rising costs of making shoes,” Ozka said. “We’ve stayed at a consistent price, which is not in line with what you have seen in the market over the last couple of years.”
As for what’s next, the executive noted that Mallet will be launching a new collaboration focused on highlighting its women’s business, which debuted in 2019, later this year. As of now, Ozka noted that Mallet’s women’s segment makes up about 30 percent of its business, but he is looking to grow that figure.
“The goal is to be about 60 percent men’s, 40 percent women’s by the end of next year,” Ozka said. “So we’re really pushing the women’s category growth because the demand is definitely there. We also just bought on a new women’s designer. So towards next year, you’re going to be seeing more boots from us, you’re going to be seeing more sandals, possibly some jellies. You know, more products that are just geared towards women’s and building a whole collection.”
Next year may also bring more retail opportunities. While wholesale is on the rise, Ozka teased that there may be some pop-up shops coming soon. “We just recently launched wholesale accounts in Turkey, Germany and South Africa, while also ramping up our distribution in the U.S.,” he said. “We may also look into opening some pop-up experiences in 2025.”