Elefanten
Deichmann · Germany
Elefanten is a German children's footwear brand, owned by the shoe retailer Deichmann since 2005. It makes shoes for children.
| Country | Germany |
|---|---|
| Product focus | Children's footwear |
| Owner | Deichmann (since 2005) |
| Previous owner | C&J Clarks |
| Website | elefanten.de |
What is Elefanten?
Elefanten is a well-known children's footwear brand with German roots. Trade press has called it the famous Elefanten brand of children's footwear, and it is associated with the German market.
Ownership
The brand was previously owned by the British shoe group C&J Clarks. In July 2004, Clarks announced that the brand would close after it had not found a suitable investor. The German retailer Deichmann then agreed to take over the brand's international rights, with the deal effective from 1 June 2005 and subject to approval by the competition authority. Deichmann confirmed the acquisition after having denied earlier rumours at international shoe fairs.
Products and positioning
Elefanten focuses exclusively on shoes for children, a category where fit, comfort and durability are central purchase criteria for parents.
Why it matters
The Elefanten story is a clear example of a heritage footwear name changing hands between a British manufacturer and a German retail group, and of a children's brand surviving a planned closure through acquisition. It also shows how large shoe retailers add established brand names to their portfolios.
Frequently asked questions
Who owns Elefanten?
Elefanten is owned by the German shoe retailer Deichmann, which took over the brand's international rights from C&J Clarks in 2005.
What does Elefanten sell?
Elefanten sells children's shoes.