In the 18th century, the concept of brand names barely existed. Every town had its own local shoemaker. They did not need a brand name. Having a good reputation within their own trading area was enough. In the 19th century though, small shoemakers developed into larger workshops and later into factories. This upscaling increased the need to establish a brand name to spread the word of their products far beyond their trading area.

Van Bommel started in 1718 as Schoenmakerij van Bommel. The family's own name organically developed into a brand name over the following centuries. Between 1920 and 1930, however, the family name briefly disappeared. It was a period when American consumer products flooded the Dutch market. The production capacity built up by Americans to manufacture goods in support of World War I were now used for consumer goods. The resulting overproduction was exported to the European market. Dutch consumers were very keen on these American products, passing up on Dutch brands. In response, Dutch manufacturers introduced American-sounding brand names. Schoenfabriek van Bommel thus introduced the brand name ‘Swallow Shoes’ and carried lines with names such as Imperator, Efficiency, Crown and Lincoln.

(Image below: An ad from 1923 for Schoenfabriek van Bommel's Swallow brand.)

In 1930, the world plunged into economic crisis. The Dutch government responded with all kinds of support measures for the Dutch industry and its products. A campaign was launched with the slogan ‘Buy Dutch goods, so we can help each other’. As a result, foreign brands lost some ground and Schoenfabriek van Bommel eventually restored the brand name ‘Van Bommel’.

(Image above: The oldest advertising photo of shoe factory Van Bommel, from a 1922 brochure for ‘Swallow Shoes’. Swallow shoes was the brand name of Schoenfabriek van Bommel in the 1920s and 1930s.)