The Rebirth of Minor Brothers
In 1865, Peter Wycoff Minor and his brother Abrahm Vorhees Minor were walking home after serving in the Civil War. As the miles wore on, they developed a plan to provide our young country with quality footwear that was reliable and well made. Minor Brothers Boot and Shoe factory is the second oldest shoemaker in America.
After four generations of family ownership, the Minor Brothers factory and the PW Minor orthopedic shoe brand fell on hard times. The business was saved from bankruptcy by local businessman Peter Zeliff with the goal of rebuilding the factory to it's former stature.
Marcus Lafayette has been tasked with building a turnaround plan that includes re-branding the flagship PW Minor business, designing new footwear collections, creating sub-brands for multiple collections also produced by the Minor Brother factory, creating new websites and marketing plans, and driving business development.
Key accomplishments include:
- Developing a new brand hierarchy and creating new identities for the factory, the orthopedic collection, the work boot collection, and the dress shoe collection.
- Building a set of financial targets and introducing zero-based budgeting
- Contracting with a new design firm and overseeing the design and development of three new product collections
- Managing two digital agencies in designing and developing four new websites
- Leading business development efforts which have included meetings with the largest retailer in the world, one of the largest men's fashion businesses in the US, and making shoes for Billy Reid at New York Fashion Week - Fall 2016.