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Shoecare and Accessories
Recession proof and
full of potential
T
here is a tendency for some footwear retailers to regard shoe care
products, accessories and “below the ankle” products (more on these
later!) as the Cinderella items of the business. They are confined to
the nether regions of the store. Yet, this sector has proven itself to be
recession-proof and, with a more pro-active approach, it can be a profit
generator in its own right and also offer customers another incentive to
visit the store.
This potential is borne out of the current experience of Cherry
Blossom, now the only UK manufacturer of a comprehensive range of
shoe care products and accessories. In the course of the interview
with the company, Footwear Today made a point of asking Sales
Director, Dave Watkins, the basis for his optimism and why he is
encouraging footwear retailers to re-asses their attitude to this sector.
“We have made a considerable investment in our manufacturing and under-exploited here in the UK and is confident that Cherry Blossom has
quality control systems at Alfreton and this is being rewarded with our a growing range of products that can take the sector forward.
best ever sales figures”, said Watkins. “We are recording high double digit “No two people share the exact size, contour or “pressure points” in
growth in this calendar year and there is a strong case to be made that this their feet and we have all experienced how “all pervasive” is the
sector is not adversely affected by the current recession. In fact, there is a discomfort we feel if our feet are giving us problems”, says Watkins.
strong case to be made that in “hard times” people will look to extend the “Furthermore, we have an increasing percentage of our population
life of their quality shoes by taking greater care of them – rather than who are 50 plus and they are more prone to foot pain than those in their
treating footwear as a disposable fashion item”. twenties and thirties. Yet, the lifestyle of today’s 50 plus generation is
Watkins comments are supported not just by his own company’s far more active than it was 30 years ago and they are looking for footwear
figures, but also by the evidence from British shoe manufacturers like that is both fit for purpose and for “below the ankle” products that
Barkers, who report that sales of their quality leather shoes are doing can alleviate their particular foot problems so that they can continue to
extremely well at the moment. enjoy an active lifestyle to the full.
Such has been the confidence in the scope for future growth that “The range of gel pads and grips are also ideally suited to providing
Cherry Blossom has recently launched their new “Premium Range”. added comfort and peace of mind to those looking to wear even the most
THIS SECTOR HAS PROVEN ITSELF TO BE RECESSION-PROOF AND, WITH A
MORE PRO-ACTIVE APPROACH, IT CAN BE A PROFIT GENERATOR IN ITS
OWN RIGHT AND ALSO OFFER CUSTOMERS ANOTHER INCENTIVE TO VISIT
THE STORE. DAVE WATKINS, SALES DIRECTOR, CHERRY BLOSSOM
Designed for retailers with a discerning customer base, it offers a much fashion orientated footwear – usually the province of the younger
extended range of products which are characterised by innovation in generation - and it might well prevent them experiencing foot problems in
product categories and applications with high quality ingredients to ensure later years”, adds Watkins.
the best possible end results. Implus Footcare, the leading company in footwear accessories, has
Typical of this innovative approach is the Self Shine Shoe Cream with recently acknowledged the manufacturing capabilities at Alfreton by
easy sponge applicator to shine, polish and condition all smooth leather signing a manufacturing and distribution contract with Cherry Blossom’s
- a first for the company. parent company, Grangers, who will manufacture key elements of their
Both The Cherry Blossom Premium Range and The Original Range best selling Sof Sole range under licence.
include a number of “below the ankle” products, a category which is much Grangers has selected three of the most popular lines, “Water Proofer”,
more well established in its own right in North America. Implus Footcare, “Instant Cleaner” and “Fresh Fogger” which will be presented in 200ml
a $120 million dollar company based in the USA, are the market leaders aerosol cans in distinctive colourways to make it easy for customers to
in the “below the ankle” sector and they supply 50,000 retail outlets in distinguish them by functionality.
North America and 65 countries worldwide with their portfolio of brands. “It is estimated that the current world market for shoe care and
Cherry Blossom now offers a range of insoles to provide greater accessories is £1 billion per annum”, says Watkins. “Unlike others in this
comfort and hygiene and a range of gel heel pads, grips, toe posts and marketplace we have a high tech manufacturing capability here in the UK
liners to protect the most vulnerable and sensitive parts of the feet. which gives us the ability to respond quickly to customer orders, enforce
Watkins is of the opinion that this sector of the market has been exacting quality control standards and deliver promptly”, he concludes.
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FOOTWEAR TODAY
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OCTOBER 2009 www.footweartoday.co.uk
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