Hotter Shoes, under new ownership, plans to enhance production in the UK significantly. The company aims to increase locally manufactured pairs to one million annually, curbing its overseas dependency. New strategic directions by WoolOvers include halting previous offshoring plans, ensuring quality control and job creation in Britain. This is seen as a consumer-driven move, focusing on traditional comfort and fitting.
Hotter Shoes, acquired by WoolOvers in a strategic move last year, is set to bolster its domestic production to produce up to one million shoe pairs annually in the United Kingdom, enhancing its British manufacturing capabilities significantly. This development follows WoolOvers’ acquisition of the brand from administration, marking a new chapter focused on domestic growth and consumer needs.
WoolOvers, the new parent company, has taken decisive steps to reverse the previously planned outsourcing strategy, instead pushing for a formidable increase in local production. This will see the proportion of shoes made in the UK rise dramatically from a mere 25% to 75%, according to reports from The Times. This strategy not only promises growth in production but also rejuvenates the UK factory in Skelmersdale, Lancashire.
Chief Executive of WoolOvers, Mike Lester, highlighted the strategic decision aligned with customer preferences, where UK-manufactured shoes offer comfort and fit tailored for the older demographic that Hotter Shoes serves. ‘We quickly understood that what the customer bought into was the UK-manufactured, the comfort fit, and the products they knew and loved.’ Lester emphasised the narrow margin between production costs in Britain and India, presenting an appealing value proposition for UK manufacturing amidst competition.
Moreover, this plan not only provides economic benefits by supporting local employment and quality assurance but also revitalises the brand image with a compelling narrative. The company has indicated this shift could enhance profit margins, suggesting a win-win scenario as domestic production scales up to meet demand effectively. The move aligns with consumers’ preferences while presenting an advantageous ‘better story for the UK,’ according to Lester.
Since its acquisition for £6.7 million in a pre-pack deal last July, Hotter Shoes has recorded a recovery in sales, reaching £50 million from the previous year’s £45 million, reflecting positive consumer response and market confidence under the new strategic direction. The retailer operates from 30 physical sites in addition to online and catalogue sales channels, indicating a robust multi-channel presence.
The strategic overhaul by Hotter Shoes underlines a significant commitment to UK manufacturing, aligning production with consumer preferences and economic benefits.
