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DSW Inc. Said Tuesday the is transforming its name and also will add an ext of its own products on save shelves in a pivot from specifically selling various other designers" shoes and also accessories.

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DSW, now called Designer Brands, will operate retail stores under the DSW Designer shoe Warehouse, The Shoe company and shoe Warehouse banners and also will create items under Camuto Group, which that bought in November. The Columbus, Ohio, agency currently operates practically 1,000 sleeve locations.

The announcements to be made at an investor occasion Tuesday, which came as the retailer post a surprised loss in the latest duration and projected benefit for the existing fiscal year listed below analysts" expectations. Shares were down 13% in afternoon trading.

Chief Executive roger Rawlins claimed that DSW often serves as the entry suggest for various brands, yet consumers frequently make subsequent purchases from the providers directly.

Making its own exclusive heat of commodities will assist the firm stem the circulation of sales going directly to merchants by supplying consumers products they can only gain in DSW shop or online, Mr. Rawlins said.

Exclusive DSW brands carried in $285 million in sales in 2018. By 2021, the firm expects Camuto-produced brands to reach $725 million in sales.

"We"ve got to take back a portion of the margins that us think we"re owed," Mr. Rawlins called The wall surface Street Journal.

While this move would mean competing with merchants it has actually typically provided shelf space for, the company has kept it will also enable it to press competition on cost and also quality.

Revenue increased 16% come $843.4 million in the latest quarter, which come in ahead of analysts" estimates. Same-store sales increased 5.4%, beating the 5% boost expected from analysts polled by consensus Metrix.

DSW swung to a fourth-quarter loss, largely because of its current acquisitions, exiting a part of its town Shoes organization and higher marketing expenses. Because that the quarter finished Feb. 2, the shoes retailer post a loss of $45.7 million, or 58 cent a share, contrasted with a benefit of $12 million, or 15 cent a share, a year earlier. Analysts polled through Refinitiv expected income of 4 cents a share.

For the existing fiscal year, the retail chain expects to post a profit between $1.80 and $1.90 a re-publishing on an readjusted basis, lacking analysts" estimates by at the very least a nickel.

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Also as part of the surname change, the agency will begin trading under a brand-new ticker, DBI, top top the new York stock Exchange on April 2.