Will the new division president accelerate expansion or rebranding initiatives for Famous Footwear?

Short answer:

The press release does not state explicitly that Brian Costello will “accelerate expansion” or launch a new “rebranding” campaign for Famous Footwear. However, his appointment and background give clues about the strategic direction he is likely to support.

Why the news does not spell out a specific expansion or rebranding plan

Thus, based purely on the wording of the announcement, we cannot confirm a concrete plan to speed up expansion or rebrand Famous Footwear.

What the appointment does suggest about future initiatives

1. Merchandising‑centric leadership

   • As chief merchandising officer, Costello oversaw the entire buying and merchandising pipeline for multiple categories (women’s, men’s, kids’, athletic, fashion).
     
   • This experience points to a focus on product assortment, inventory planning, and trend alignment—areas that are often the first levers a retailer pulls when it wants to grow sales, either by opening new stores or by refreshing the brand’s image.

2. Reporting line to the CEO

   • By reporting directly to Jay Schmidt, Costello is positioned to be a key driver of the division’s strategic agenda. If Caleres decides to pursue aggressive growth (e.g., new locations, e‑commerce expansion) or a brand‑refresh, Costello would be the logical executor.

3. Timing and “effective immediately”

   • The immediate start suggests Caleres wants quick execution on whatever strategic priorities are already in the pipeline—whether that’s expanding the store footprint, deepening the e‑commerce platform, or rolling out a new brand narrative.

4. Historical context of Famous Footwear

   • Famous Footwear, as a value‑oriented, family‑focused retailer, has traditionally grown through broad geographic coverage and a consistent, approachable brand image. A new division president with a merchandising pedigree often signals a desire to tighten product mix and possibly modernize the brand to stay competitive.

Reasoned inference

Given the above points, it is reasonable to anticipate that Brian Costello’s leadership will likely support, if not actively accelerate, any existing expansion or rebranding initiatives that Caleres has already set in motion. His expertise in buying and merchandising is precisely the skill set needed to:

• Optimize product assortments for new store openings (ensuring the right mix of fashion, athletic, and kids’ shoes).
  
• Refresh the brand’s visual and marketing language (by aligning merchandise with contemporary trends).
  
• Drive omni‑channel growth (e.g., integrating in‑store and online assortments, which often accompanies a rebrand).
  

However, because the release does not explicitly announce a new expansion or rebranding program, we cannot state with certainty that Costello will launch new initiatives; we can only say he is well‑positioned to accelerate any such plans that Caleres already intends to pursue.

Bottom line

• No explicit statement in the news that Costello will accelerate expansion or rebranding for Famous Footwear.
  
• His background and the reporting structure imply he will be a key player in executing any growth or brand‑refresh strategies that Caleres decides to roll out.
  
• If Caleres has existing expansion or rebranding projects, Costello’s appointment is likely to speed up their implementation, given his merchandising expertise and immediate start date.
  

In short, while the announcement itself does not guarantee new expansion or rebranding, the strategic fit of Costello’s experience suggests that any such initiatives will be supported and potentially accelerated under his leadership.