Reef launches boot line for women

Continuing its premium positioning strategy, Reef is launching a new line of women’s boots for Fall 2013.

Kelley Bruemmer, Reef Women’s Director of Footwear, showed me the 10-SKU line at Surf Expo.

Sometimes, when retail chains or non-shoe brands expand into closed toe women’s shoes, the shoes can look cheap. I was pleasantly surprised to see that Reef used real, nice-looking leather in the boots, which appeared to be well made.

Kelley said the boots were a natural extension of Reef’s popular Bella Costas, closed toe flats that launched in Spring 2012.

Like the Bella Costas, the boots have a quilted foam footbed. Boot silhouettes include a classic tall riding boot, a mid-height wedge and a short, studded boot.

The boots are priced at retail between $130 and $180. Kelley said Reef used a range of different materials and silhouettes in the boots so retailers can have a nice assortment to display.

Reef is offering retailers different ways to show the boots, including nesting tables or shelves for shoe walls. Some retailers already carry boots so have their own merchandising plans to work Reef boots into the mix.

Reef has also added some key styles to its Bella Costas Del Sur collection, which are an extension of the hanging Bella Costas. The Del Sur line, priced from $72 to $84, are boxed and made of leather. A key style for next fall is the studded loafer, which has gotten a good response from retailers, Kelley said.

See photos of the boots and some new Bella Costa Del Sur styles above in our slide show.