New Zealand footwear company Kumfs has changed its brand name to Ziera, signalling a new direction for the retailer.

The company has invested $5 million in the rebrand, which will involve a new product range roll out and the remodeling of 43 stores across Australia and New Zealand.

Ziera said the rebrand better reflects its customer base as it looks to appeal to "the woman of the new decade".

The new brand identity has been in the works for two and half years; Saatchi Design Worldwide developed the new logo and Auckland agency .99 worked on creative.

Ziera managing director, Andrew Robertson, said: "The existing Kumfs brand has built tremendous equity and a strong customer base. But we’re also the first to admit the name had some negative connotations. Our aim with Ziera is to demonstrate the evolution of our brand.

“We are thrilled with all facets of the rebrand. It really is a new era for us. We see Ziera as the backbone of our company’s future growth – not just in Australia and New Zealand, but globally as well.”

Story by Wenlei Ma, AdNews.