Diana Ferrari competes in the mainstream women’s footwear segment and is positioned as a mid-price brand alongside Myer and Sandler. The brand has high awareness in the Australian market and is perceived by customers as trusted and high quality.Diana Ferrari was established in 1979 through the purchase of the Diana Shoe Company – a small, family-owned leather goods factory in the Melbourne suburb of Preston. Upon cleaning the factory for the handover, the owner found an old last that was the basis for the most popular shoe the business made. The former owners present edit to the new owners as the 'Ferrari' last, and thus what would become a household name, Diana Ferrari, was born. The brand was later acquired by Munro Footwear Group in 2017.Diana Ferrari has experienced enduring success thanks to its legacy as a reputable, high-quality brand that Australian women trust. Timeless staples that transcend ages are at the heart of every collection.