Wolverine Boots and Apparel inks sock licensing deal with Renfro

By

Benjamin Fitzgerald

Published
Nov 23, 2023

Wolverine Boots and Apparel said it plans to license its sock business exclusively to Renfro Brands, citing the ever-evolving consumer, industry, and retail landscape for the strategic decision.

By joining forces, Wolverine will gain access to Renfro's expertise in sock manufacturing, giving Wolverine the ability to provide a wide range of socks for both men and women.

"To better service the needs of our retailer partners and consumers, the decision to partner with Renfro reinforces our prioritization of the sock category," said Tom Kennedy, president of Wolverine Boots and Wolverine Worldwide's Work Group.

"Wolverine, in partnership with Renfro, is focused on providing the highest quality products in the industry in order to elevate our commitment to comfort and durability."

Founded in 1921, Renfro Brands has been a sock industry leader for over 100 years and has pioneered some of the most important innovations in sock manufacturing. Its portfolio boast some 20 sock brands, including Polo, Merrell, Dr. Scholl's and HotSox.

"We're thrilled to expand our portfolio with the addition of Wolverine," said Kevin Venable, Senior Brand Director at Renfro Brands. "This strategic collaboration of two market leading brands allows for both companies to bring forth innovative solutions that cater to the evolving needs of consumers and retailers."

Wolverine socks produced by Renfro will be in market in January 2024 and will be available at retailers nationwide as well as online at Wolverine.