Hotter secures online partnership with John Lewis
Comfort footwear brand Hotter Shoes is now selling its products via retailer John Lewis’s online presence as part of its strategy to reach even more consumers within its core 55+ demographic. Hotter, which reportedly sells 1.3 million pairs of shoes worldwide each year, has forged this partnership – soon after making similar arrangements with Debenhams (Boohoo) and Zalando – as it expands and responds to changing consumer trends. The UK-based shoemaker has heavily focused on digital transformation during the past 18 months and is said to be seeking to underpin further growth by securing strategic partnerships with well-known complementary brand owners.
A curated selection of women’s and men’s Hotter shoes will be available on John Lewis online as both companies seek to offer wider product sets to customers. Victoria Betts, chief commercial officer at Hotter, said: ““Partnerships are an integral part of our wider growth strategy for 2021 and beyond, as Hotter seeks to work with premium brands which match our brand values and core customer base. Consumers are shopping very differently now, with a heavy reliance on e-commerce, and we expect that trend to continue alongside the re-adjustment of high street shopping, which will be much more experience-led going forward.”
The photograph above shows Hotter’s Murmur Boots, which will feature in the John Lewis curated collection.
This article was originally published on page 2 of the October 2021 issue of SATRA Bulletin.