The U.S. women’s wholesale footwear firm Camtrade has changed names to The Enjoiya Group. The company manufactures and distributes three shoe brands, Enjoiya, Secret Celebrity and Soft Comfort. They have an emphasis on comfort and fit, with price-value also a key component in the market positioning.

Enjoiya is the company’s premium label offering sandals, flats, slip-ons, wedges, boots, booties, and athleisure styles. The brand was launched in the autumn of 2019 and the shoes are designed in Italy. It retails at $80 and $120 a pair.

Secret Celebrity has an assortment of boots, sandals, flats, wedges, sneakers, and athleisure shoes with embellishments such as bows, gemstones, grommets, buckles, and fringes. Soft Comfort is more casual with a focus on “ultra-comfort.” It offers a range of sandals, boots, sneakers, wedges, and flats adorned with top-stitching, ornamentation, metallic accents, and embellishments. Both brands retail at $40-$70.

The company redesigned its logo and a new website was launched in July. Its ownership and staff have not changed. An advertising campaign was also implemented to present the new corporate identity to the footwear industry.