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, our founder Stewart Houlgrave investigated new means of footwear production. He introduced direct moulding to the business in the 1990s and introduced the “Hotter Comfort Concept” brand in 1992. In 1996, he launched a direct mail business to attract new, direct customers to the brand, launching an online website in 2004. In 2018, 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.
JUNE/JULY 2018 • FOOTWEAR TODAY • 33
www.hotter.com
Product Our shoes are meticulously designed and engineered so they look stylish but we ensure they have hidden comfort features. The secret ingredients are: • Soles filled with millions of air bubbles, cushioning and contracting with every step
• Soft padding features • Pillow soft under foot cushioning • Removable insoles – allowing for orthotics if needed • Deep toe box • Super soft, quality leathers and nubucks • Leather linings • Hidden adjustment – e.g. elasticated inserts, elasticed buttons, inside zips o A lot of our customers have problems with their feet, and finding a footwear brand that offers style and comfort is key
• We offer 4 width fittings, dual fitting, sizes 3-9 and offer half sizes, so customers can find the perfect fit.
Customers o We are passionate about our customer service, and take time to ensure the finds the perfect shoe and fit.
o Multi-channel customers can shop in various ways, retail, wholesale, mail order and online.
Does this brand offer a good profit margin for retailers? We offer a 45% intake margin to our wholesale partners on all orders. • Fast and efficient repeat business available on all best selling lines delivered directly from our UK factory
• Point of sale provided to support the brand instore • A suite of online assets available to showcase the brand effectively on external websites
Where is the brand assembled/manufactured? In our own factory in Skelmersdale, Lancashire
Who is the agent? We have a dedicated team of Business Managers for the UK with Agents and Distributors covering international markets. They work closely with our valued customers to tailor the selection of the Hotter collection to their individual businesses also delivering support to the store teams through product training and brand execution All of this is supported by a dedicated Wholesale Operations team based at our Head Office who provide a direct line for account enquiries and oversee the processing of orders and deliveries
How is the brand marketed? Do you use social networking? Hotter is marketed in several ways, some of which include: • Catalogues • Stores nationwide (UK) • TV adverts • Online at
www.hotter.com • Social media – Facebook, Twitter, Instagram, Pinterest, Google Plus, Youtube
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