Supersoft competes in the mainstream comfort footwear segment alongside key brands such as Hush Puppies and Easy Steps. The range has a lower price point than specialist footwear brands such as Ziera and Frankie4 so appeals to a wider cohort of shoppers looking for entry level comfort with timeless design.10 years after the Diana Ferrari brand was founded, a gap in the market for comfortable footwear that didn’t sacrifice design was identified; and thus, the Supersoft brand was born. A new dedicated offering that catered to both style and comfort was well received by Australian women a large and loyal following.The secret to Supersoft is the unique Comfort Cushion footbed which is renowned for its sublime underfoot comfort.