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Hotter to sell through John Lewis website in strategy of growing online through partnerships

Image courtesy of Hotter

Hotter is to sell through John Lewis’ website following its third strategic partnership in three months. 

The comfort footwear brand, ranked Top100 in RXUK Top500 research, says selling through John Lewis will help it to growth by reaching new customers – while the department store will widen its own range at the same time. The tie-up follows fast on the heels of Hotter partnerships with pureplays Zalando and a relaunched Debenhams, now owned by the Boohoo Group. Through Zalando Hotter aims to reach European as well as UK shoppers. 

Victoria Betts, chief commercial officer at Hotter, says the collaboration with John Lewis, ranked Leading in RXUK Top500 research, offers “fantastic synergy for our combined customer bases”. 

“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,” says Betts. “Consumers are shopping very differently now, with a heavy reliance on ecommerce; and we expect that trend to continue alongside the re-adjustment of high street shopping, which will be much more experience-led going forward.”

John Lewis website will sell a curated range of women’s and men’s Hotter shoes online-only from next month. Hotter sells 1.3m pairs of shoes a year through its 17 UK shops, through mail order, and online – both through its own websites and those of retail partners and through a wide range of marketplaces. 


Betts continued: “Beyond retailer partnerships, marketplaces are also becoming an increasingly important part of Hotter’s business model, in line with our digitisation strategy to maximise and complement the growth of online sales. As a result, we’ve made significant technological investment and will continually work to identify marketplaces which reach new and existing customers. There is no doubt that these channels are here to stay and that they will grow in importance.”

Find out more about Hotter’s marketplaces strategy in our interview with Victoria Bett, featured in the RetailX Brands and Marketplaces 2021 report. 

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