American sportswear brand Gant has announced plans to bring its footwear operations in-house, as part of its ongoing strategy to strengthen the brand and business over the long term. The move will see the conclusion of its licensing partnership with Hamm Footwear GmbH, effective from the Spring/Summer 2027 season.
With the creation of Gant Footwear AB, all footwear operations will be brought under Gant’s direct ownership. This shift will give the brand greater control over the category, strengthening how footwear is developed and integrated within Gant’s wider brand and commercial offering.
As a result, consumers can expect a more consistent and cohesive proposition, while providing a solid platform for further category growth aligned with the brand’s overall direction.
“Bringing footwear in-house is a significant step in reinforcing Gant as a premium lifestyle brand and strengthening the business as a whole,” said Fredrik Malm, Gant’s Chief Executive Officer. “This structure allows us to further evolve how footwear is developed, with a strong focus on quality, consistency, and long-term category development.”
The transition will be carefully managed to ensure a smooth operational handover. From the Spring/Summer 2027 season, Gant Footwear AB – registered in Sweden and led by managing director Sophie Öhrström – will assume responsibility for all operations, including product development, sourcing, logistics, and distribution. Hamm Footwear GmbH will continue to oversee the category through the end of the Fall/Winter 2026 season.
Gant also expresses its appreciation to Hamm Footwear GmbH and its team for their long-standing partnership, recognising the valuable contribution the collaboration has made to the development and growth of Gant’s footwear category.
