Wing’s Foot expands portfolio with high-end brands

Bearpaw Alyssa model. (Wing’s Foot)

South Korean footwear company Wing’s Foot Inc. is actively introducing international brands to expand its customer base and increase sales of mid- to high-end products.

The company aims to strengthen its position by offering new options to consumers and achieving revenue growth through premium product lines.

Wing’s Foot launched the Italian footwear brand CULT in Korea on Wednesday.

Known for its signature black color and steel-toe designs, CULT has become popular among European youth, representing a rebellious, rock-and-roll style since its founding in 1987.

CULT products are now available on the CULT Korea online store, multi-brand shoe platform Y.CONCEPTS, and at major department stores such as Shinsegae Gangnam and Lotte Jamsil.

In September, Wing’s Foot also secured the exclusive domestic licensing rights for the Italian brand Fessura, which focuses on comfort and technology.

Fessura’s strength lies in its innovative outsoles, which feature four built-in cushions to absorb impact. During its debut on Lotte Home Shopping last month, Fessura achieved 130 percent of its sales target.

Wing’s Foot’s best-selling brand, Bearpaw, known for its wool-lined winter boots priced between 50,000 and 100,000 won ($73), accounts for 70 percent of the company’s total sales, reflecting strong seasonal demand.

With an unusually brief autumn and forecasts predicting severe cold this winter, the company is optimistic about increased winter product sales.

Starting next month, Wing’s Foot will ramp up marketing efforts for Adno, an Italian wool-boot brand.

While Adno currently focuses on wool-lined mule sneakers, the company plans to introduce its core product—wool boots—just in time for the winter season.

Adno is priced in the mid-to-high 100,000 won range, while CULT falls in the mid-to-high 200,000 won range, positioning them as mid-to-high-end brands within Wing’s Foot’s lineup.