COVER STORY
MBT Celebrate 15 years of revolutionary shoemaking O
ver the past five years, MBT has been a real success story in the market, offering an outstanding product with a unique and
powerful technology concept. To talk about the future of the brand, Cheryl Taylor, Editor of Footwear Today Magazine meets with Robert Lambert, MBT’s newly appointed Head of Sales for the UK and Ireland.
CT: Nice to meet you, Rob. While the brand is
celebrating 15 years of revolutionary shoemaking in 2011, I understand that you have been busy revitalising MBT’s sales strategy. What are your plans for MBT?
RL: This past year has been difficult for all of us and sadly,
MBT is no exception. Few signs appeared to show an increase in consumer confidence over 2010 and aside from a few highlights, retail will remain tough for the immediate future.
However, MBT is a truly established player, the innovator, of
a very exciting market place, physiological wellness footwear. We set out on a journey last year, spending time overhauling
CT: What is the direction of the FW11 range? RL: Compiled from a wide offering of upmarket functional
products, MBT’s elegant and timeless premium range appeals to the sophisticated shopper, who will not want to compromise on performance. The Fall/Winter 2011 collection features a wide range of on-trend boots for men and women, from elegant dress and weekend casual to rugged styles ready to battle the elements. A nature-inspired, earthy colour palette features throughout the dress and casual styles, expertly crafted in rich leathers and luxurious suedes and highlighted by vintage and retro styling details.
our brand positioning and we worked hard to improve aspects of the business still further. From 2011, we have taken responsibility for the Irish market and will operate the territory as a subsidiary like the UK, rolling out bespoke activities in EIRE throughout the year.
In the UK, we are now seeing the first positive results from
the dedicated plans we have put in place. We have strengthened our sales team, started a comprehensive advertising campaign that features MBT’s fusion of function with style and have improved our price segmentation.
30 • FOOTWEAR TODAY
• MARCH 2011
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