US footwear brand G.H.Bass expands business in Germany

US heritage footwear brand G.H.Bass will celebrate its 150th anniversary in 2026. At the same time, the brand is looking back on 90 years of the Weejuns loafer. The anniversary coincides with a period of expansion, particularly in the German market.

According to the company, sales in Germany increased by 99 percent year-over-year. Digital traffic grew by 148 percent. This makes Germany one of G.H.Bass's fastest-growing markets in Europe.

In addition to its direct-to-consumer business, the brand is further expanding its wholesale operations. Its retail partners include Breuninger, VooStore, BSTN, HHV and Suppa. G.H.Bass is also increasingly targeting younger, fashion-conscious demographics. According to the company, trends such as “Dark Academia” and “Preppy Chic” are contributing to this demand.

On the product side, G.H.Bass continues to focus on the Weejuns Original Penny Loafer, expanding its range with styles featuring more prominent soles. Collaborations also play a role in the brand's positioning. Current and planned partners include the Amsterdam-based streetwear brand Pop Trading Company and Karl Lagerfeld.

The Weejuns loafer was introduced in 1936 and is based on an interpretation of a Norwegian farmer's shoe. The style is considered one of the earliest examples of the penny loafer and is now a core part of the brand's portfolio.