Foot Health and Comfort
Hotter shoes create millions of happy feet B
ritish made Hotter Comfort Concept shoes are creating millions of happy feet. “We are manufacturing 1.3 million pairs of footwear each year in one of the world’s most
technologically advanced shoe making factories here in the UK,” said Group Operations Director John Andersen. “Thousands are casting aside shoes which create blisters and pinch toes to indulge their feet in a British manufac- turing phenomenon which despite economic doom and gloom has managed to increase year on year sales.” Hotter designers secretly hide ‘comfort concept’ features
in each pair of shoes, ensuring Hotter’s high street stores are also thriving in the ‘credit crunch’. Shoe shoppers are investing their cash in the ultimate indulgence for their feet – designed, manufactured, packed and shipped from a Lancashire factory which just ten years ago employed 57 people. As one of the last bastions of shoe manufacturing in the UK, the 380 staff of Hotter Comfort Concept are flying the flag for home-made footwear talent with a innovative product strategy. ”We know that our customers love Hotter footwear
because our repeat sales stand at 66%,” said Paul Sayers, Group Range and Merchandising Director. “To increase sales to these dedicated customers we have extended the number of occasions they can wear our comfortable shoes
with the introduction of smart court shoes and sportier styling. Market research has shown us that there is a huge surge of population about to reach 50s, so we are also designing shoes for this younger, style conscious market. The third arm of our strategy is to enhance our range for men and we now have a dedicated mens designer who has doubled the number of styles we offer.”
•To find out more about Hotter call the sales team free on 0800 0283412 / 0283413.
The Eclipse Collection - surpasses all expectations
•Smooth leather uppers. •Incredible concealed comfort. •Numerous colourways. •Competitive prices.
22 • FOOTWEAR TODAY
•MAY 2009
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