BRAND PROFILE
What’s the story behind the brand? Our company was founded in 1959 as a slipper maker selling unbranded products into wholesalers and independent stockists. We diversified into canvas shoe production to cover seasonal markets. In the 80s, as cheap foreign imports made the market increasingly competitive, we investigated new means of footwear production. We introduced direct moulding to the business in the 1990s and introduced the “Hotter” brand in 1992. In 1996, we then launched a direct mail business to attract new, direct customers to the brand, launching an online website in 2004.
In 2019, Hotter is a multi-channel brand trading through mail order, online, retail and wholesale, with a UK based call centre. It has a growing international presence in Ireland, the USA, South Africa, Hong Kong, Saudi Arabia and Australia Wholesale will play a significant role in our growth strategy in the
next 3-5 years both in our home market and internationally, providing access to the brand for Hotter consumers that prefer to shop in a multi brand environment.
Is there a brand philosophy? We are focussed on creating stylish footwear with comfort built in, allowing our customers to live life to the full. Targeting women and men aged 50+, we do this via;
1. Existing customers: with products to cover all their wardrobe options and encouraging them to think of Hotter as their footwear brand of choice.
2. Attracting new customers with on trend colours and more broad appeal styles
3. We also offer a co-ordinated collection of accessories
What sets this brand apart from the rest? Hotter • The UK’s largest shoemaker. Making in excess of 2 million shoes per year in our Lancashire factory
• Targeting the 50+ market, one of the largest growing demographic sectors worldwide
• All our shoes are designed with our Comfort Concept® features, such as
lightweight soles, flexible, luxurious underfoot cushioning and the finest quality materials
• Her Majesty the Queen has awarded Hotter a coveted Queens Award for Enterprise
• We deliver TRUE comfort, REAL quality and GREAT style. An uncompromising dedication to all of these things creates our character and sets us apart from others.
22 • MODA SUPPLEMENT
• FEBRUARY 2019
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