The case
For Red Wing Shoes, the American workwear icon that has been building boots in Red Wing, Minnesota since 1905, we helped shape the shift from distribution to direct-to-consumer in Europe. Strategy, SEO and conversion optimization come together in one European D2C approach.
For decades, European sales ran entirely through distributors and retailers. Together with the team we defined the D2C strategy, with clear rules for the role alongside existing distributors, and improved the webshop that runs on the Centra e-commerce platform.
The result
Red Wing now sells directly to fans of the brand in 26 European countries, without damaging the relationship with retailers and distributors. A clear proposition and a smoother shopping experience lift D2C revenue step by step.
Better visibility around the brand's icons, from the Classic Moc to the Iron Ranger, means European customers land directly at Red Wing itself more often.
The solution
A D2C strategy that sharply defines the role alongside distributors, combined with SEO and ongoing conversion optimization on the Centra platform.
Competition with existing distributors was the most critical question: where does D2C complement the network, and where do you deliberately leave the channel alone? By defining those rules together, the new approach became a win for both brand and partners.
