Brand Aims to Grow with Investment from Industry Leader, Josh Higgins.
Revere’s Next Steps
Revere’s Palma Sandal
Comfort footwear brand revere is ready for its next chapter, one which looks to be a significant step in the company’s growth journey. Craig and Annie Truscott, the visionaries behind revere, have formed a new partnership with footwear accessory brand veteran, Josh Higgins. With this strategic move, the execs tell us their aim is to “propel revere into the world’s most trusted comfort footwear brand,” focusing on independent footwear retailers.

Higgins is partnering with the Truscotts through his company Higgins Sales Group, LLC, and he will have an advisory role as part owner of revere. Alongside his new capacity with revere, Higgins will remain dedicated to his primary role as president of performance sock and compression bracing brand OS1st.

Revere was founded in Australia in 2012 by the Truscotts and business partner Jeff Coombridge. The Truscotts moved to the U.S. and launched revere here in 2016, and it has since grown year-by-year into a trusted brand known for comfort, style and orthotic-friendly footwear with styles for any occasion. “Over the years, we’ve experienced steady growth and expansion, fueled by a relentless pursuit of excellence and a deep commitment to understanding the needs and wants of our customers,” said Craig Truscott. Today, the brand’s product collection has evolved to encompass a diverse array of styles from sandals and casual sneakers to dress styles and booties, catering to a wide range of preferences and occasions.

Here, Annie and Craig Truscott and Josh Higgins discuss their partnership and what to expect from revere moving forward.

How did this partnership come about?

Josh Higgins: “Our relationship dates back almost a decade. Craig’s former company was (and still is) our Australian distributor for OS1st. After Craig and Anne launched revere in the U.S., we had a discussion about their distribution plan. As it turns out, OS1st had plenty of space in our warehouse so we shared a building for the last seven years. Over the years, we’ve become great friends, talked shop, shared a lot of great conversations on how we view the channel and what we believe it takes to be successful in it, so the partnership conversation came about pretty naturally.”

Craig Truscott: “Annie and I are blessed to call the Higgins family friends. I remember making a call to Josh’s Dad Dave, in 2018 for some advice on setting up our own warehouse and distribution hub in the U.S. During the call he suggested I get on a plane and visit their facility in Hickory, NC. They had some space we might be able to make work. Within eight weeks, we had moved in and were shipping out of NC. From that moment, Annie and I were spending a lot of time in Hickory and our relationship with Josh continued to grow. We found our personal and business values were aligned and we’ve spent many hours and whiskeys talking business.”

Annie Truscott: “Things got serious over the Christmas/New Year period earlier this year as our conversations turned to the opportunity of doing something together. The rest is history and here we are, excited about all that is ahead of us.”

How would you describe revere’s place in the market currently and how do you see the brand’s business evolving with this new investment and partnership?

Josh: “While I’m still new to the shoe category, I’ve had the pleasure of having a front row seat to watching revere evolve over the years. We, being OS1st and revere, travel the same trade show circuits. Seeing the difference in the line, how Anne’s designs have changed so progressively and watching the channel embrace the brand gave me tons of confidence that this brand is going to change the industry.”

Annie: “Since the brand’s launch in the U.S. in 2016, we’ve worked incredibly hard to establish revere as a trusted partner in the independent footwear market. With Josh’s passion and expertise for growing brands, this next chapter in our evolution presents an exciting opportunity to further solidify our position in the market and expand our reach to new demographics and regions. The infusion of capital will enable us to invest further into product development and marketing to stay at the forefront of innovation.

The partnership also brings invaluable expertise and resources that will support our growth initiatives to amplify brand awareness and distribution channels to reach a wider audience. We plan to leverage these synergies to not only strengthen our market presence, but also foster deeper connections with our customers by delivering unparallel value and satisfaction.”

Can you share a bit about why this deal makes such good sense for both sides?

Josh: “Well, from my side, it gives me several opportunities. First, to work with a brand that carries the same values the I’ve built my career on, which is treating independent retailers the way they deserve. Most of the accounts are what I consider friends, and this allows me to expand our partnerships with them through multiple brands.”

Craig: “For Annie and I, this deal enables us to accelerate our growth plans, invest into product innovation and strengthen our market position. Additionally, Josh’s strategic guidance, industry insights and amazing relationships, will empower us to make informed decisions to navigate market challenges more effectively.

Ultimately, we feel this deal is a win-win. It exemplifies the power of collaboration and I believe confirms our shared vision of driving sustainable growth and success in the independent footwear market.”

What does Higgins Sales Group bring to the table that can help elevate revere?

Craig: “Josh brings a wealth of experience, expertise and industry connections that will significantly contribute to our growth and success. We are so excited to tap into Josh’s proven track record of driving brand awareness, expanding market reach and increasing sales.

Additionally, his established relationships with key retailers and distributors will open doors to new opportunities for revere to expand our presence and distribution channels… no pressure Josh!”

Why is the independent footwear channel so important to you all?

Josh: “Revere has a heritage of being footwear that is customizable to the consumer’s personal needs. With the variety of ways to fit revere shoes, an independent is the only real choice. This also creates a custom experience for the consumer inside the retail environment. If a retailer accomplishes that and helps the customer in a memorable way, that customer will come back to support them. That’s a win-win for all parties.”

Craig: “Independent footwear retail holds special significance for us personally, as this is the channel that launched revere when we first arrived in the U.S. back in 2016. No one knew who we were, and in all honesty, the product was not what it is today, yet we were given a chance by so many retailers, and today it represents the largest part of our business. We have made lifelong friends and confidants. We are so grateful to be where we are today, all because of the relationships that have been made over the years.

In essence, the independent footwear channel is integral to our growth strategy, serving as a key avenue for us to reach new customers, strengthen brand loyalty and drive long term success.”

What opportunities and challenges do you see for revere going forward?

Josh: “When you’re a young brand, the opportunities seem endless. Revere has been seen primarily as a sandal brand until now. The biggest opportunity is expanding the category into more footwear, more product that builds on the trust of the brand. The challenge is that there are a lot of great products out there so we have to focus on how we can design better product and be more supportive to our customer’s needs.”

Annie: “There are several exciting opportunities on the horizon. Firstly, we see immense potential for growth in expanding our product offerings to cater to evolving consumer preferences and market trends. We will continue our commitment to quality, comfort and fit, while introducing new designs, materials and technologies that resonate with our target audience and differentiate us from other brands.

We’re also very excited to leverage Josh’s experience to further penetrate international markets to reach a global audience. With the right strategic partnerships and market strategies, we will look to capitalize on untapped markets and broaden our geographic footprint to strengthen our position as a leading footwear brand worldwide.

However, along with these opportunities, come challenges that we must find ways to navigate effectively. One of the key challenges is staying ahead of rapidly changing consumer preferences and market dynamics. To address this, we plan to remain agile and proactive in anticipating and responding to shifting trends and customer needs.

If we stay true to our brand values, we feel revere is poised for continued growth and success in this dynamic and competitive footwear market, we love so much being a part of.”