Luxury London brand Gina Shoes best known for its celebrity-adored stilettos, is hoping a new range of £550- £725 high-end trainers can help it step up sales, one of the joint owners has said.
The brand, which counts actresses Dame Helen Mirren and Amanda Holden as fans, is also planning to open five new shops in the Middle East, China and India by 2017.
“We have invested heavily in brand development, which includes machinery and plant, for new product development as well as reviewing our corporate image.
“We have also invested in a larger design and sales team,” said Aydin Kurdash, director of Tottenham-headquartered Gina Shoes.
Its expansion into trainers mirrors other brands capitalising on them no longer being seen solely as street wear. Valentino and Dolce & Gabbana have also produced ranges.
The fashion chain employs 70 staff and was once in the Guinness Book of Records after its £18,000 alligator mules were acknowledged as the world’s most expensive slippers.
Kurdash’s plans were revealed in the same week that accounts filed for Gina Shoes show it made a loss of £629,175 in the year to March 31, from a £3.5m profit the prior year.
The fall was owing to investing in the business.
Turnover was largely static at £6.2 million, but Gina Shoes expects to grow sales by 20% and get back into the black within two years.