Brunt’s next growth opportunity is hiding within a classic category

You’ve got the boots, and you’ve got the hat, so what’s the missing piece to finish your work outfit? For Brunt, it’s a good ol’ pair of jeans.

The workwear brand is ready to break into the denim category on November 12 with its Coady Work Jean, a $69.99 offering that builds on its ambitions to outfit tradespeople from boots to caps. For Brunt, the launch is a kind of test of whether its footwear customers will trust it with more of their workday wardrobe and whether jeans can bring new shoppers into the fold.

As a category, apparel has grown significantly over the past 18 to 24 months and is rapidly approaching parity with the boot business, per Scott Roberts, Brunt’s chief merchandising officer, who declined to provide a specific sales breakdown.

But denim fills a gap in that expansion. About half of Brunt’s consumers wear denim, he said, leaving the company without an apparel option for a sizable portion of its audience.

“We believe that there are definitely Brunt boot consumers out there that have not reached into our apparel offering yet because we haven’t had the denim solution for them,” Roberts told Retail Brew, adding that he also sees jeans as a potential introduction to Brunt for shoppers who haven’t tried its footwear.

Finding its fit: But winning those customers starts with addressing what they need on the job. Brunt consulted workers while developing the jeans, focusing on comfort, durability, and room to move.

The product’s name also reflects a focus on the customer. Brunt names key products after tradespeople who inspire them and often contribute to their development. The Coady jean is named for Henry Coady, a longtime Brunt boot customer whose experience includes construction, hardscaping, and highway work, according to Roberts.

Keeping stock: A narrow range of products serves another purpose: managing the inventory demands that come with selling multiple waist and inseam sizes.

Launching with two fits and two washes allows Brunt to concentrate inventory behind those size ranges. Roberts said the company has also established a denim supply chain intended to replenish products more quickly, helping maintain availability while limiting inventory risk.

The jeans will initially launch through Brunt’s direct-to-consumer channel and its retail store. The company expects to expand distribution to its top retail partners after roughly six to eight months.

Beyond denim, Brunt is considering seasonal needs, opportunities within specialized trades, and a larger role for accessories. Roberts said future expansion would span both footwear and apparel as the company builds a more balanced business.