The melvo history

A tradition of shoe care

melvo has been synonymous with unparalleled expertise in the production and marketing of shoe care products for decades. Today, we pride ourselves on incorporating the high-quality shoe care and comfort articles of the Woly and Salamander brands. The success of our company is based on our long-standing international experience, an appreciation of shoes that is steeped in tradition and consumer-oriented innovations.   

1922
For the first time, Salamander Schuhe developed, produced and distributed shoe care products under the brand name Salamander.

1937
The cartoon character Lurchi was created and has been regularly entertaining kids with his exciting adventures ever since.

1970
Growing sales volume and a changing market led to the establishment of a separate branch for shoe care products with its own field staff.

1988
Taking full advantage of the market potential: As a full subsidiary of Salamander AG, melvo took over the distribution of shoe care products.

1991
The acquisition of the Swiss traditional brand Woly by Lever Sutter accelerated the expansion in Europe and Asia.

2002
Salamander celebrated its 80th anniversary and melvo took over the production of shoe care products in addition to handling distribution.    

2004
melvo cut ties with the Salamander Group through a management buyout and became an independent medium-sized enterprise.

2008
DZEP acquired melvo together with its management, setting the course for further international expansion.

2009
Continued internationalisation: “OOO Salamander WOLY RUS” was founded in Moscow to better meet the needs of consumers and businesses in the important Russian market. The joint venture “MV Shoecare Private Ltd.” was formed in Delhi, tapping into the promising Indian market.

2010
By launching a range of products under the brand name Salamander Professional that are specifically geared to the retail industry, melvo set new standards in the field of shoe care and accessories. In response to growing consumer demand for more environmentally friendly products, melvo became the first manufacturer to create its own shoe care sub-line with natural ingredients.

2011
WOLY celebrated its 80th anniversary and became even more attractive to trade and consumers through a comprehensive relaunch. melvo entered new segments by introducing its own foot care line. The integration of the French company LJW Paris, which owns the brand names “Grison” and “Crème Essentielle”, laid the foundation for further growth. melvo launched the licensed brand Lurchi that specialises in a range of kids’ shoes.