With over 100 years of boot-making, Ferrini had never sold directly to consumers. We had the opportunity to guide an established, quality brand through its first foray into Ecommerce. After putting the Ferrini brand through our Chemistry process, we emerged with the ownable positioning of “Craftsmanship grounded in family.” The upcoming challenge would be two-fold: Maintaining Ferrini’s existing retailer relationships while helping them stand out in an ultra-competitive online landscape.