K-Swiss history

Nichols had gambled and won: in 1986, K-Swiss had sales of about $21 million; only three years later the company had almost tripled that number.

After his resignation, he raised over 116 million and bought K-Swiss in 1987 to became CEO. He then aimed to broaden the target market while maintaining its “country club” appeal.

By 1990 K-Swiss shoes were selling for the United States equivalent of $100 in Japan, a price that made the shoe desirable as a “luxury” item.

In November 1991, K-Swiss opened a 251,000-square-foot distribution center in Fontana, California, which allowed the company to keep up with its rapidly increasing pace.

Such a lacing structure had been used by K-Swiss since the company’s inception, and after 1992 no other company could copy it.

In 1993 the company introduced three new designs made specifically for basketball and made a foray into the crowded aerobics gear market, offering two styles, “the Belais” and “the Belais-LT,” which at about $70 a pair were priced to compete with other upscale shoes.

In 1996 K-Swiss began advertising on television for the first time, expanding its target market beyond its traditional upscale customer to a younger, more active market.

The revamping of the company’s image worked, as 1998 sales soared to $162 million.

Revenues of $222 million in 2000 were $64 million less than in the previous year.

Beige and light-blue shoes began appearing in European stores only in 2001, noted Footwear News.

Covert, James, “Tales of the Tape: K-Swiss CEO Rides the Retro Wave,” Dow Jones News Service, November 8, 2002.

Domestic sales continued to drop in 2007, and total revenues were expected to be less than $440 million for the full year.

Today K-Swiss are continuing to adapt, in 2014 they refreshed the brand identity with a new logo in tribute to their ever growing heritage.

On June 1, 2015, K-Swiss acquired Supra Footwear.