A category expansion from shoe polish to foot comfort led to the development of 3 main segments: Business & Casual, Fashion & Style, Active & Sports, which will change the perception that consumers and shoppers have of the shoecare category. New package design and way of merchandising have become much more attractive and eye catching that makes shopping easy and friendly.
In 2006, KIWI celebrated its 100 years anniversary and wanted to give something back to some of the more needy community it serves. With a voluntary act of social responsibility, KIWI collected used shoes from more than 12,500 Sara Lee employees and arranged for their redistribution to the Malaki community in Africa.
Today, KIWI is sold and marketed in almost 200 countries around the world. With several state- of- the- art new product innovations, KIWI remians the world´s number one shoe care brand.
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