18-20 February 2018, NEC Birmingham

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Q&A: Adam Green

30 July 2015

Celebrating 70 years this year, Sebago is the iconic global footwear label with a strong sailing heritage. Brand director Adam Green reveals how the label combines history with direction for a winning combination of men’s and women’s footwear.

What prompted Sebago’s return to Moda Footwear?
Because this is a pivotal anniversary for Sebago, we felt compelled to showcase this collection within a show environment that would do it justice. The quality of attendance is important to us and Moda delivers on that front – the buyers are diverse from multiples to independents.

What’s new for s/s 16?
We have an exceptionally strong line for spring in celebration of our 70 year anniversary.  We have multiple stories from Anniversary Edition Docksides - an innovation that brings neoprene Docksides to the market - and a collaboration with Liberty to name but a few.

What is the secret to Sebago’s global success?
We have embraced innovation, category extension and of course multiple gender opportunities with a successful women’s line.  We have become famous for our Docksides collection but, above all else, we have stayed true to our ethos of quality and craftsmanship.

How do you support your independent stockists?
We partner with them in various ways from marketing investment to drive sell through via bespoke activations through to stock support, ensuring that we monitor sell-through performance closely with the merchandising teams in order to identify sales opportunities.  Of course, we also aim to maximise sales and drive repeat business where possible.

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