Brands Briefing: 80-year-old Minnetonka banks on clogs and creators to woo new customers

Minnetonka is betting on new categories, new silhouettes and new marketing tactics to win over new audiences as it celebrates its 80th birthday this year.

The Minneapolis-based, family-owned footwear brand is known primarily for moccasins and slippers — and it saw business “explode” during the pandemic as people stayed home, Minnetonka President Jori Miller said in an interview. However, as shoppers today are seeking both versatility and comfort, Minnetonka is launching more structured footwear, like clogs, to meet their needs.

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