León based company “Boullevard” will market a line of footwear under the license of American socialite, media personality, model, actress, fashionista, singer, DJ, and author Paris Hilton, with the expectation of selling one million pairs of shoes during its first year of operation.
Roberto Arellano, company’s CEO, declared that this type of alliances with international brands contribute to boost the national industry.
“Boullevard” obtained the license to market Hilton’s footwear for five years in Mexico and other countries of Latin America, such as Guatemala, Colombia, Venezuela and Brazil . The negotiation took about six months.
Regarding the cost, the manager observed that “it is one the most expensive licenses at national level.”
The main challenge is to produce the high quality footwear that the brand demands, using materials imported from Italy and China, with the Mexican labor force.
The collection includes fifty models, 130 products, divided into eight product lines. Boullevard sends samples to Paris Hilton’s office in New York City, in order to define the features that they need.
This footwear is currently selling at different stores and boutiques in Cancun and Playa del Carmen, and they will be marketed at Price Shoes, Sears and Grupo Batta. Besides, these products will be available at Liverpool department stores nationwide by March 2017.
On December 2016, the company opened its first store in Guanajuato, with the attendance of international personality Paris Hilton. In addition, Boullevard plans to acquire one more license for a gentlemen’s footwear designer’s line in the near future.