Hotter steps up global expansion

Chief executive Sara Prowse believes that the new website is strategically important for Hotter’s globalisation plans.

UK-based footwear producer Hotter has continued its global expansion with the launch of an English-language Euro currency website. This is the latest roll out of the brand’s globalisation strategy which, in the past few months, has also seen it establish new wholesale partners in Australia, Hong Kong and the USA. According to Hotter chief executive Sara Prowse, the brand is delivering stylish, comfortable and quality footwear to the growing 50+ demographic.

“International markets for online footwear retailers are buoyant,” she added. “With the Euro being the second largest currency globally, and ecommerce representing our largest growth opportunity, this website is both a logical step and a strategically important foundation for our globalisation growth plans.”

Over the past few years, Hotter has launched a successful direct model into the USA and introduced a website into Germany. Both of these are said to have delivered results upon which the company intends to capitalise. Hotter has announced that the website launch will be supported by a marketing communications plan that will roll out from spring 2018.

Based in Lancashire, Hotter was founded in 1959 as a slipper manufacturer. Viewed by the British Footwear Association as the UK’s largest shoe producer, it now offers a collection of women’s and men’s shoes, employs over 1,200 members of staff and reportedly has more than three million customers in the UK and overseas.

Publishing Data

This article was originally published on page 2 of the March 2018 issue of SATRA Bulletin.

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