Industry News for
San Rafael, California 94903
With Sights Set in A Sole Direction, Vasyli LLC Announces Global
Rebranding to Vionic Group LLC, Combining its Trusted Consumer
Collections Into a Single Brand for Spring 2014 and Beyond –
Vionic with Orthaheel Technology
Combining What Women Want with What Women Need, the Stylish, Podiatrist-
Designed Vionic Collection is the Culmination of Consumer Insight and
San Rafael, CA (July 1, 2013) – For Spring 2014, Vasyli, LLC, the privately held
parent company of good-for-you footwear brands Orthaheel and Dr. Andrew Weil
Integrative Footwear, today announced the merger of its three consumer brands
into a single, stylish brand that marries technology and performance with fashion,
Vionic. Vionic, the contemporary, podiatrist-designed footwear collection will
launch in Spring 2014 in the USA, Canada, Germany, United Kingdom, Italy,
Australia, New Zealand and Taiwan. While a new brand in style and design,
Vionic’s retains its most prominent feature, the Orthaheel technology.
Vionic is the new Orthaheel.
Orthaheel was brought to the U.S. in 2007 by five Australians with a combined
history of over 135 years in the fashion footwear and podiatry professions. The
company’s founder, Phillip Vasyli, is a renowned podiatrist with over 30 years of
experience, and the Vasyli Think Tank of advisors is comprised of some of the
world’s foremost experts on biomechanics and lower limb health. This group
helps to drive the innovations and research behind each and every one of the
Distinguished by its unique medical heritage and commitment to maintain the
vision of creating life-changing footwear, Vionic will continue to build an
innovative brand that also feels sincere enough to maintain existing consumers’
confidence and trust.
Consumers Requested and Vasyli Responded.
Vionic is the direct culmination of feedback from consumers who have
discovered the benefits of the Orthaheel technology and have requested that the
aesthetics keep pushing the boundary of style selection while continuing to
incorporate the same pain-relieving and supportive orthotic technology.
In research groups carried out by Vasyli, the new Vionic brand name was a hit
with current loyal Orthaheel consumers. Vionic will feature “Orthaheel
Technology” in the brand logo to provide loyalists with the assurance that other
than more of what they want, the trusted and effective technology will not be
Feet were designed to walk on soft, natural surfaces such as soil and sand. In
reality today, many people spend most of their time standing, walking and
running on unnatural hard, flat surfaces in unsupportive footwear. Providing a
simple solution to these painful problems, Vionic footwear restores the foot’s
natural (neutral) alignment, enabling the feet, ankles and legs to function as
efficiently and dynamically as they were intended.
Vionic’s Next Steps.
The one-brand strategy is important as it enables Vasyli to focus all of its energy
into a sole direction: stylish footwear with superior support. Continuing on
Orthaheel’s triple digit growth since its introduction in 2007, Vionic is poised to
experience a monumental 65% growth in 2013.
Vionic will keep a focus on key priorities moving forward, focusing on design,
development and customer service. All the while continuing to improve upon the
Orthaheeel technology, identifying ways to build even more style and science
into the footwear for the target consumer. Orthaheel has both clinical and
scientific validation, a major barrier of entry for those thinking about entering
Vionic’s market. Vionic has a sophisticated marketing and branding campaign
underway for the new launch, which will engage new customers by building on
the emotional and functional connection current customers are already raving
The Vionic with Orthaheel Technology footwear collection will range in price from
$59.95 to $139.95 and will be available at Dillard’s, Belk, Footsmart, Zappos,
www.vionicshoes.com, and select retailers across North America.
About Vionic with Orthaheel Technology
Australian podiatrist, Phillip Vasyli, introduced the award-winning Orthaheel
brand in 1991 in order to reach an even larger audience of people struggling with
heel, knee, leg and lower back pain.
Orthaheel as a brand has evolved into Vionic with Orthaheel. While Vionic is a
stylish new brand on the outside, its most prominent feature is the tried-and-true
technology on the inside.
Vionic with Orthaheel Technology offers the only sandals recommended by both
the American Podiatric Medical Association (APMA) and renowned integrative
medicine doctor, Andrew Weil, MD. The brand offers shoes and orthotics for
women and men with patent-pending technology that is clinically shown to
reduce over-pronation, which can improve foot function and relieve associated
For more information please visit www.vionicshoes.com.