The partnership will allow the footwear brand to reach more consumers within its core demographic of over 55 years old, while the department store will widen its range of products. “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”, declared Victoria Betts, Chief Commercial Officer at Hotter.

In September, the footwear brand launched a partnership with the online platform Zalando, focused on the UK and other European markets, and, in July, re-launched a selected product range on Debenhams.com.

The company has been transforming from a traditional retailer into a multichannel business. Currently, Hotter sells 1.3 million pairs of shoes a year through its 17 shops in the UK, mail order and online, both on its websites and those of retail partners, and through a wide range of marketplaces. According to Victoria Betts, marketplaces are becoming an increasingly important part of the company’s business line. So, in addition to maximizing the growth of online sales, Hotter “will continually work to identify marketplaces which reach new and existing customers”.