TOPEKA, Kan. (Mar. 28, 2008)—Payless ShoeSource’s newest line of footwear is the re-birth of an American classic, Dexter. Yesterday, the company announced the debut of Dexter branded men’s, women’s and boys’ footwear in its more than 4,500 stores nationwide and online.

The Dexter Portsmouth Boat Shoe for men

The storied Dexter brand, which is owned by H.H. Brown, was launched in 1957 in Dexter, Maine. Most recently, the brand was sold at department stores and specialty retailers at premium price points. Now, under a license agreement with H.H. Brown, Payless has secured the exclusive rights to sell Dexter branded footwear at lower price points.

Highlights of the “work-to-weekend” collection include women’s sport casuals and woven skimmers, as well as men’s oxfords, penny loafers and nautical slip-ons, all of which retail for under $40 per pair. Girls’ styles are slated to debut later this year.

Payless CEO and president Matt Rubel views Dexter as a crucial part of the company’s “House of Brands” strategy. “Dexter,” he says, “fills a key role in the expanding brand portfolio at Payless, representing contemporary American style and superior quality for the family. In addition to offering the classic silhouettes, meticulous craftsmanship and high-quality that has long distinguished the Dexter brand, we have also integrated current trends and detailing. We are confident consumers will be delighted to find this brand at our stores and be inspired to incorporate Dexter into their modern wardrobes and lifestyles.”

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