Under new ownership, Sanuk will try to benefit from a renewed investment to build on its consumer-centric products and marketing that differentiates the brand in the marketplace.

MONTREAL — Lolë Brands, a global apparel company producing athleisure, active and outerwear, announced its acquisition of outdoor lifestyle footwear brand, Sanuk®, previously a division of Deckers Brands.

Lolë Brands says that both companies share a commitment to responsibly produced designs.

Under new ownership, Sanuk will try to benefit from a renewed investment to build on its consumer-centric products and marketing that differentiates the brand in the marketplace.

Serving over a decade with Sanuk and bringing industry experience, Katie Pruitt has been appointed Vice President, General Manager of Sanuk. Pruitt will reportedly focus on evolving the brand strategy and prioritizing direct-to-consumer and wholesale customers to drive innovation and growth. In the coming months, Sanuk will relocate its operations and open a new office in Los Angeles, CA.

“Sanuk is iconic for its disruptive spirit and loyal fanbase, and we’re pleased to welcome the brand to the Lolë family,” says Todd Steele, Lolë CEO. “We look forward to working alongside Katie and leveraging Lolë’s resources and partnerships to embark on a new stage of growth for the brand.”

“I’m honoured to join the team at Lolë Brands, a talented group with whom I share a similar passion and vision for building brands,” says Katie Pruitt, Sanuk Vice President, General Manager. “Together, we see exciting opportunities to elevate Sanuk’s product offerings, disrupt the marketplace and build brand love with our growing community of Sanuk fans.”

This acquisition marks the second for Lolë in the past year as it expands its portfolio of environmentally conscious consumer brands.