Lolë Brands acquires Sanuk

Lolë Brands, a global apparel company producing athleisure, active and outerwear, has acquired outdoor lifestyle footwear brand, Sanuk, previously a division of Deckers.

The acquisition marks the second for Lolë in the past year as it expands its portfolio of “environmentally conscious” consumer brands.

Founded in 1997 within the surfing, action sports and outdoor community, Sanuk is known for its “original styles and irreverent marketing”. 

Under the new ownership, Sanuk will benefit from a renewed investment to build on its core strengths, such as “unique, consumer-centric products and marketing”. 

Sanuk’s “loyal” customer base of wholesale partners can also look forward to experiencing the brand’s evolution, which includes a “nimble and progressive” approach to marketplace management and customer service.

Serving over a decade with Sanuk and bringing 20 years of industry experience, Katie Pruitt has been appointed vice president, general manager of Sanuk. 

Pruitt will focus on evolving the brand strategy and prioritising direct-to-consumer and wholesale customers to drive innovation and growth. 

In the coming months, Sanuk will relocate its operations and open a new office in Los Angeles, CA.

Todd Steele, Lolë CEO, said: “Sanuk is iconic for its disruptive spirit and loyal fanbase, and we’re pleased to welcome the brand to the Lolë family. We look forward to working alongside Katie and leveraging Lolë’s resources and partnerships to embark on a new stage of growth for the brand.”

Pruitt, Sanuk vice president, general manager, added: “I’m honoured to join the team at Lolë Brands, a talented group with whom I share a similar passion and vision for building brands. Together, we see exciting opportunities to elevate Sanuk’s product offerings, disrupt the marketplace and build brand love with our growing community of Sanuk fans.”