Italian footwear label Lumberjack, which was recently bought by the Turkish group Ziylian has announced that it is expecting to close 2012 with €25 million in sales and aims to reach an approximate €250 million turnover by 2017. The brand’s relaunch operation began during September’s edition of Micam, where its new philosophy, logo and collection were presented.

Massimiliano Rossi, general manager of Brand Park (the company that acquired Lumberjack) commented: "Our aim is to focus our brand on families and higher quality products at reduced prices. We’re going for an approximate 20% reduction as compared with the past, which means going from an average price of €89 to €69 at retail.”

For spring/summer 2013, Lumberjack will offer a new selection of sneakers for the very first time, complete with 1,600 styles. The brand also plans to embark on a project with the Flying Angels Foundation to support underprivileged kids in need of surgery. The initiative will send children to the Genoa Kids Hospital Gaslini, using funds from each pair of shoes sold in partnership with Fiat Car 500L. As part of the brand’s overall image upgrade, a new eco-friendly 300-model footwear collection will be launched for fall/winter 2013/2014.

The brand is presently distributed in Italy through 24 monobrand stores and expects to reach 100 in five years time. Its Italian wholesale network presently includes 800 doors that might soon grow to 1,200. Lumberjack is now sold in 30 countries worldwide and already has one monobrand store in Barcelona. The brand hopes to open 150 monobrand stores and enlarge its present network of 200 non-Italian multibrand stores.