French footwear brand, Carel, have successfully repositioned their brand, and moved the age of their average consumer from over 60 to under 30. The Parisian heritage brand was formerly only popular with retirees, until a marketing, store and image overhaul launched by their CEO Frederique Picard captured the attention of the younger demographic. Along with the increase in popularity, their annual revenue increased from $13 million to $17 million. Along with the image overhaul, Carel relaunched their classic Mary-Jane style pump, which has a small block heel. The brand also reworked their distribution strategy, and are now stocked in Opening Ceremony and Totokaelo, and has a strong social media presence.