Happy Shovel no longer Rusty licensee
Happy Shovel, the company that had the rights to the Rusty brand in North America, will no longer be operating the brand here.
The Rusty brand owners in Australia have terminated the license, SES has learned.
Happy Shovel acquired the Rusty license in early 2014, and came into a very challenging market. Several small brands have told us lately that in today’s climate, they need more capital than ever to compete with the terms and discounts being offered to retailers by the big brands, which work aggressively to keep their space on shop floors.
Charlie Setzler, CEO of Rusty North America, declined to comment on the details of the Happy Shovel changes at this time, but said he is exploring new opportunities.
We have a message in to the leaders of Rusty Australia to find out what’s next for the brand in North America.