The Leos And Mirella Brand Owned By Bloch

Today when I visited the link for Leos pointe shoes, I was baffled  when I was redirected to the Bloch USA website. Was my computer hacked? What happened to Leo’s website? Why is Bloch also selling Mirella pointe shoes?

It wasn’t too long ago that Bloch sold strictly Bloch. After contacting them through their Facebook page, I was told that, indeed, Bloch now owns the Leo’s brand. For some reason, I didn’t want to believe it, so I decided to investigate further.

The Trademark And Trade-name Search Results:

By jovi, it’s true! Leo’s and Mirella are both registered brands under ownership of Bloch. Not only that, but the registration took place in the late 1990’s. I had no idea. After more searching I discovered that :

  • The Leosdancewear.com domain is registered to Bloch.
  • The Mirella-dance.com domain is registered to a Bloch representative.
  • The collaboration of these trade name sales all take place at the same address in Reno, Nevada. Interestingly enough, the street name is called Trademark Drive.

Shocking, Sad, A Sign Of The Times?

When you consider how long Leo’s was a stand-alone company, ( established in 1924) having to sell their brand name to a bigger company must have been a difficult decision. The same for Mirella. It doesn’t seem like this was just because of limited model choice; Mirella has several models.

What To Call These Blended Brands

Now that Bloch owns the brand name Leos and Mirella, do we call them Bloch-Mirella Whispers or Bloch-Leo Split-soles? Mirella-Bloch Elegance?

To add to the confusion, Mirella’s website is still online, but you can’t purchase anything directly from it. When you visit Bloch Australia you see Mirella models listed first and foremost. All three, Bloch, Leos and Mirella, maintain separate Facebook pages.

Bloch produces their models in Thailand. Leos had transferred production of their pointe shoes to Mexico. I don’t know where Mirella was making their shoes. Does anyone remember any announcement by Bloch, Mirella or Leos letting the public know about these changes? If so, please share.

I, who believe deeply in separation of pointes and state, will now go and bemoan these changes; however long ago they happened.

 

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