Merrell Expands in Mexico: Launches First Store Backed by Piagui Collaboration

Merrell consolidates its presence in Mexico. The outdoor footwear brand, controlled by the giant Wolverine Worldwide, strengthens its operation in Latin America with the opening of its first store in the Mexican market.

For this new milestone in its international expansion, Merrell has entrusted Grupo Piagui, which controls other brands such as Guess, CAT and Adidas in Mexico, as its local partner.

Merrell’s first store in Mexico is located in the Perisur shopping center. According to Grupo Piagui sources told Modaes, Merrell’s strategy combines the ecommerce operation with a presence in key chains. “This is a very significant step for the company, because it marks the beginning of a careful expansion designed to connect with its outdoor public,“ the group said.

Merrell plans to consolidate this first store and continue to expand its presence in Mexico with different commercial allies. The footwear company operated through the multi-brand channel and in department stores.

Grupo Piagui was already Wolverine’s partner in Mexico with the representation of CAT in the country.

Merrell’s operation in the rest of Latin America is similar, with presence in different points of sale. The brand is marketed in countries such as Chile, Colombia and Argentina, where it operates with the giant Grimoldi.

Although it maintains its leadership as the brand that sells the most within the Wolverine conglomerate, in recent years Saucony has surpassed Merrell in terms of economic growth. At the end of the third quarter of 2025, Merrell’s revenue was up 5% to $165 million.

Wolverine divides its business into two groups of brands: the active group, which includes sports brands such as Merrell, Saucony and Chaco; and the work group, which includes brands dedicated to the labor or industrial industry, including Wolverine, Cat Footwear and Bates.

Merrell grew 5% in the third quarter of 2025

Wolverine brands are marketed in 170 countries. By territories, the United States accounts for the largest share, with 51% of sales, followed by Emea (which includes Europe, the Middle East and Africa), where 30% of sales are generated. Asia-Pacific generates 9% and Latin America and Canada 5%, respectively.

Grupo Piagui, strategic partner

Merrel was the latest brand to join Grupo Piagui’s portfolio. The company has been representing international brands in the Mexican market for almost four decades.

The company was consolidated in 1987, integrating design, manufacturing, importing and marketing. Since then, the company has evolved into an omnichannel model that combines innovation, technology and brand development.

Currently, Grupo Piagui’s portfolio consists of more than fifteen brands, including Adidas, Westies, Nine West, Guess, CAT and Alma en Pena, among others.

Merrel was the last brand to join Grupo Piagui

The group has 27 of its own points of sale and a network of 1,401 stores in Liverpool, El Palacio de Hierro, Sears, Sanborns, Price Shoes, Coppel, Cimaco, Andrea, Amazon and Grupo Axo. Piagui employs 560 workers and has offices in Guadalajara and Mexico City.

By the end of the year, the group has set itself the goal of gradually incorporating its brands into the various chains. “This deployment allows us to accompany the season with a comprehensive strategy that combines physical retail, ecommerce and presence in specialized stores,“ the company says.