After destroying several pairs of shoes because of harsh and rainy New York weather, Norwegian John Ringdal came up with the idea of creating some stylish galoshes to cover his shoes.
This was a couple of years ago. Today galoshes from his firm Swims are on sale in 14 countries worldwide, including the US.
Sophisticated consumers
Bloomingdales is currently selling the fashionable galoshes in three US locations; their flagship at 59th St in New York, in San Francisco and in South Coast Plaza outside Los Angeles. According to the CEO of Swims, Alexander Eskeland, the business is a success:
“The US consumer is sophisticated and demanding and enjoys the fact that the product is highly practical and stylish at the same time.”
"Sexy footwear"
Swims aren't the only galosh company around. However, the galoshes from Swims are unique. They can be bought in five different colours, not just the old black ones your dad has in his closet.
“Swims have brought a dying product back and made it cool again. We make the product more appealing and 'sexy'," says Eskeland.
For both men and women
Traditionally galoshes are for old business men, but Swims didn't see the point in catering to female consumers.
"After numerous inquiries from women who also felt their need for a stylish way of protecting their flat-soled shoes, we launched Ms SWIMS Ballerina this fall," Eskeland says, and further explains galoshes for high-heeled shoes are currently in the making.
The price of a pair of galoshes is around $100. Last season, the company sold about 10.000 galoshes.
Monique Watne/Royal Norwegian Consulate General