Sequential Has New Vision for Latest Acquisition—Heelys

Los Angeles–based Sequential Brands Group, owner of the William Rast and People's Revolution labels, announced its relaunch of the wheeled-footwear brand Heelys, which Sequential acquired last January for $63 million.

The plans include an expanded footwear collection and new product categories, with additional distribution to more than 20 new countries in 2014.

The reinvented skate-focused brand, founded in 1999, will feature vibrant colors and add new silhouettes to its collection, incorporating canvas high tops and traditional joggers.

The expansion also includes Heelys bags, backpacks and Back-to-School accessories that will launch in summer 2014 through a new licensing partnership with design and manufacturing company 5 Horizons.

In addition, Heelys will launch a new, enhanced website with updated point-of-sale displays as a part of its redeveloped marketing campaign.

"Heelys' growth strategy for 2013 and beyond includes global expansion and product extensions to build Heelys into a full lifestyle brand for kids rooted in adventure and action sports," said Rick Platt, group president of Sequential Brands.