Managing three distinct footwear brands in today’s challenging market is no easy task.
But Norah Atterbury, president of Arzz International Inc., believes differentiation is a big advantage for the company’s trio of labels — Alexandre Birman, Schutz and Arezzo. While all three focus on fashion, they rely on diverse price points, unique storytelling and individual wholesale strategies.
The recipe is working: The Arzz business grew 9 percent in the first half of the year, and Atterbury said the mood during the August footwear market was more upbeat than expected as trends continue to shift into a decidedly dressier moment. “The proof is always in the orders, but the product feedback was uniquely positive across all the brands,” she said. “The consumer is more discerning now than she was previously, but she wants [newness]. She’s just a little picky, so that can make things feel competitive. That’s good for brands, and that’s good for the consumer,” Atterbury said.
According to the executive, versatility is key for the shopper, who is considering price per wear and wants to buy shoes that can work in a variety of situations. “We’re well known for dress, occasion, heels and evening at all price points. But it’s always a balance,” she said, noting that more wearable kitten heels and micro wedges continue to be important. “In all of our collections, we offer breadth.”
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Arezzo, the company’s largest label in its home market of Brazil, entered the U.S. in fall 2023. Now it’s the fastest-growing brand Stateside, thanks to a winning formula of trend-right product, feminine aesthetic, smart pricing and made-in-Brazil quality. Sandals retail for less than $100, while boots are under $200 — and handbags, which launched a year ago, come in below $300.
Arezzo has rapidly built its presence in Macy’s, expanding to 200 doors. “[The brand] consistently delivers the trends our customer wants, with great quality and value,” said Dana Avidan Cohn, director of editorial content at Macy’s Inc.
Arezzo also counts Nordstrom and Zappos.com as key partners. “We’re riding that wave and figuring out how to expand, but in a strategic and thoughtful way,” Atterbury said. “Because it’s the biggest brand in Brazil, that gives us such a solid foundation.”
The company has the benefit of producing all three of its labels in Brazilian factories managed by its parent company, Brazilian fashion conglomerate Azzas 2154. But that doesn’t mean it’s been immune to the effects of a punishing tariff, currently 37.5 percent, for Brazil imports. “We are vertical and that gives us a lot of control in some senses, but the impact is big. It’s been a lot to navigate. My perspective and approach has been to try and be as measured as possible and not be as reactionary. Can we get a better price? Can we negotiate? Can we do different volumes? Second, what margin hit can I take? Can I be less profitable for a season? And then lastly, what can the consumer absorb? We’ve tried to be super methodical. We go through line by line, sku by sku, style by style.”
At Schutz, the “middle sister” of the group, emotional product is the name of the game across the collection.
With price points ranging from $118 to $248, the spring collection is brought to life via bold textures including crochets, cork, mesh, jelly and vinyl set against a color palette of brights and neutrals. Silhouettes focus on key seasonal trends including thongs, wedges, jellies and flat sandals.
Schutz often tries out key styles on its website or at one of its flagships in New York and Miami, before bringing them to wholesale in a bigger way. Bloomingdale’s, Nordstrom and Revolve are among its biggest partners, and the brand plans to make a splash with a Christian Cowan runway collaboration at New York Fashion Week, as well as a cocktail party.
Alexandre Birman (the namesake brand of Azzas 2154’s chief executive officer and longtime footwear executive) continues to be the highest-end label of the bunch. Its spring 2027 collection is inspired by Morocco, from its color palette to its architecture. After activating in New York and taking a turn on the runway in Madrid via an ongoing collaboration with Agua by Agua Bendita, it will hold showroom appointments in Milan and return to Paris Fashion Week with a presentation.
