E-commerce channel conflict is a big challenge for Red Wing Shoes, the 115-year-old manufacturer of iconic work boots.


Marc Kermisch, vp/CIO, Red Wing Shoes

“We operate in just about every channel you can imagine. We have some 700 retail stores,” said Marc Kermisch, vp/CIO for the privately-held company, during a panel discussion – entitled “Selling E-commerce to the C-suite” – at the B2B Next conference in Chicago.

More specifically, the Red Wing, Minnesota-based organization distributes its high-quality footwear and safety products to more than 110 countries via a spaghetti bowl of channels including:

  • 700+ authorized retailers, from Nordstrom to Bass Pro Shops;
  • 500 proprietary Red Wing Shoes stores;
  • 170 on-site mobile units that service industrial clients;