INTERVIEW
Q&A
Q: Tell us about some of your latest product ranges?
Tim Varrall: We’ve placed a strong emphasis on innovation and longevity. Comfort is at the heart of every Salamander style – and that’s achieved through both design and technology. We’ve incorporated some of the most advanced comfort features available today, along with durable construction and high-grade materials. It all supports our ‘For Longer’ brand philosophy – footwear that not only looks great but truly lasts.
Q: What are your aims and objectives to continue to grow the brand in the UK market? TV: While Salamander is well recognised across Europe, it’s still a relatively new proposition on the UK high street in its latest incarnation. That said, the early feedback from UK retail partners has been really positive.
At Salamander we do everything to make sure the customer feels comfortable in our shoes – all day and every step of the way. We design our shoes to perfectly match our timeless, modern style and offer consistent quality so that wearers can enjoy them for a long time.
And our objective for the rest of 2025 is to expand our footprint across key regional and national accounts, build visibility, and support our partners in driving strong in-store performance
“2025 has had its challenges, but the early reaction to our repositioned brand has been really encouraging.”
Q: Do you have any new product launches coming soon that you can tell us about? TV: Absolutely – our entire upcoming collection represents a fresh start for Salamander! We’ve overhauled the design direction, updated the fit and feel, and brought in new materials and finishes. Retailers will see a cohesive, contemporary range that brings something different to the market – but with broad commercial appeal.
Q: How are you finding the footwear sector in general right now? TV: There’s no denying it’s a challenging time for the industry. Rising costs across the board – from wages and National Insurance to rents and business rates – are making it increasingly difficult to operate on the high street. For Salamander, however, staying relevant means staying focused on what consumers genuinely value: comfort, quality and versatility. We’re
28 • FOOTWEAR TODAY • AUGUST 2025
not trying to chase fast trends – we’re building something with longevity, which we believe offers real value in today’s market.
Q: How do you engage with end consumers via your retail partners and other channels? TV: Our retail partners are a key part of the Salamander story; however, our shoes aren’t made just for store displays or shoe racks! So we work closely with them to ensure they have the right tools to present the brand in the best possible light – from in-store visuals to product training and marketing support. We’re also building out our own digital presence, so consumers can connect with the brand and its values directly, helping drive awareness and demand both online and in-store.
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