History of Naturalizer: 1927 — Present

1927

Naturalizer was created to meet a critical need in the fashion industry – women’s shoes that were stylish as well as wearable. The early styles were smart-looking for the time period, the epitome of
sophistication and sober, sensible living.

1938

Naturalizer’s distinctive brand image was
officially launched with powerful results.

1945

Naturalizer meant quality to the women of the 1940s, who bought $5 million dollars worth of
Naturalizer shoes in 1945.

1954

The first Naturalizer specialty store opened in Jamaica, New York, offering the best service,
selection and fit, with the wide range of sizes and widths for which the brand had become known.

1955-80

Over the next 25 years, the brand continued its rapid growth, both in the Naturalizer retail stores that cropped up nationwide as well as in fine
department stores.

1980

Brown Shoe began a complete overhaul of their footwear design process, adding European styling, but with Naturalizer’s legendary comfort.

1997

Brown Shoe created a style center in Florence, Italy and began redesigning and updating its Naturalizer collections. Designers took their inspiration from the high-fashion European culture and focused on
developing a line of footwear that retained Naturalizer’s emphasis on comfort, but was also sleek, stylish and fun to wear.

1999

Naturalizer hires a new advertising agency to develop an edgy black and white photo series to be used for print advertising in women’s magazines, the Naturalizer catalog and naturalizeronline.com. The playful, emotional, romantic photos cast Naturalizer as a fashion-forward, sometimes daring brand well-suited to the modern woman.

2000

Since 1999, Naturalizer increased sales by more than 75 percent.

2001

Footwear News, the industry’s top publication, named Naturalizer “Brand of the Year.”

2005

Naturalizer unveils NaturalSport, a subbrand of athletic and leisure shoes.

Naturalizer updates brand identity and also revamps website and store interiors to convey a
new overarching femininity.

2006

Naturalizer launches Naturalizer Signature luxury women’s shoes, available online and in select store locations.

2007

Brown Shoe announced plans to open Naturalizer stores in China.

2010

Naturalizer announces plans to expand to the United Kingdom, Germany, Korea, Morocco, Russia and Ukraine