Tretorn originated in Sweden where the brand stood for rubber boots.  In the US, Tretorn stood for tennis-inspired sneakers from the 1980s. Puma bought the brand to relaunch in the US market.  Tretorn would stay true to its core heritage but target a new consumer audience.  In plain speak, the brand’s new positioning was 'the sneaker the dwell magazine reader would want to wear’.  Styling, material stories, marketing and distribution were all oriented to creating desirability with the 30 & 40-somethings passionate about contemporary art, style, design and the means to afford it.  

RESPONSIBILITY // My first position with Puma was as Business Unit Manager for the Tretorn brand.  Our team included an operations lead and sales lead, supported by an external, part-time sales force.

RESULT // Expanded distribution to the best boutiques in the country, growing sales from $600K to $2million in nine months.