Hotter Shoes owner the Unbound Group will next month launch its new multi-brand platform aimed at women aged 55 and over. The platform is due to launch on July 28, and Unbound is now working with 14 brands who will join it between then and October, trading alongside its core Hotter Shoes brand.
They include clothing brands Rohan, Noa Noa, Asquith of London and Lakeland Leather and footwear brands Birkenstock, Geox and Skechers. Unbound says it has chosen the brands based on what its 4.6m-strong customer base – who it says represent 30% of UK women aged 55 and over – wants to buy. Its selection process included insights from data and was based on criteria from relevancy and desirability to specialism and sustainability. The arrival of the new brands, says Unbound, is expected to lead to greater customer engagement, with more cross-selling and up-selling opportunities.
More opportunities are being explored as the company looks to grow sales by finding new ways to reach its target demographic. In June, Hotter Shoes opened two garden centre concessions, in Cheshire and East Sussex, and says this is a format that is “ideally situated” for the customers it wants to reach.
Ian Watson, chief executive of Unbound Group, says: “It’s great to see our team’s effort coming to fruition as we prepare for the launch of the Unbound platform. Over the past months we have carefully selected a number of brands that we are pleased to announce today, who we look to build a long-term partnership with and who will be part of our initial platform launch from 28th July. We look forward to developing more partnership opportunities over the coming months as we expand our curated offer.”
In today’s trading update, Unbound Group said that Hotter was continuing to trade in line with board expectations. The new platform will be powered by marketplace technology from Mirakl.
Hotter is ranked Top100 in RXUK Top500 research.