Palos Verdes Footwear, Inc. (PVF) has been the leader of quality and fashionable footwear for almost two decades. Presi¬dent John Lovely and his son, Michael, founded Palos Verdes Footwear in the fall of 1995, with the intentions of fulfilling the industry’s need for footwear that combined comfort and style. The company continues to be family-owned and operated by John Lovely, with Brian Lovely directing the design and product, and Michael Lovely overseeing the sales and marketing. The Lovely family has over 80 years of footwear experience combined, and the company still strives to offer the highest quality fashionable footwear in the industry. Over the past eighteen years, PVF has provided some of the hottest brands on the market. The company wanted to make shoes that would represent Southern California beachwear lifestyle. Their success started out with Sideout Footwear, and this West Coast style soon developed a dedicated following. In 1999, PVF was named the Wholesale Licensee of the Year for Sideout Sport, and became one of the major sponsors of Professional Beach Volleyball AVP Tour.
This early success prompted PVF to launch a hot new brand called VOLATILE. VOLATILE quickly became a form of expression within the world of fashion and has grown into an internationally known brand. VOLATILE footwear satisfies the needs of the customer by offering a diverse line of shoes, sandals, and boots that are as unique as the personalities of the people who wear them. VOLATILE contin¬ues to lead the world of fashion with trend-right designs that provide comfortable footwear at reasonable prices. The VOLATILE brand has appeared on the runway of exclusive fashion shows, featured on Project Runway and recog¬nized by magazines such as “Lucky”, “People Style Watch”, “Seventeen”, and numerous international publications. VOLATILE is more than a shoe; it’s a lifestyle.
The success of the VOLATILE footwear has presented opportunities for PVF to launch new divisions, with the chance to expand internationally. Based on customer demand, the company started a new brand called Very Volatile. This fashion-forward collection was launched in 2005 has created a large following for trend-right footwear and has become a leading brand in the footwear industry. In 2009, PVF launched the VOLATILE Girl brand to capitalize the junior market. Also that year, the company launched VOLATILE Children’s, and VOLATILE Handbags. With expanding brand recognition, Palos Verdes Footwear has teamed up with Canadian wholesale powerhouse Diverse Group, to handle VOLATILE’s Canadian distribution. With sales increasing on a yearly basis, there was opportunity for PVF to diversify in other areas. In 2009, the company launched the Grazie Footwear line, to tap into the embellished footwear market. The following year brought the acquisition of the Sbicca brand, and factory in South El Monte, California. PVF now has the ability to make shoes in the U.S and more importantly test and react with speed to market that other brands can’t match. The Palos Verdes Footwear brand collection continues to gain momentum and is continuously looking for opportunities to expand and capture more market share.
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