Hotter Shoes is taking significant steps to revitalise its UK manufacturing capabilities under new ownership. The footwear brand plans to increase its domestic production to one million pairs annually.
- In a strategic move, WoolOvers is reversing the previously planned closure of the Skelmersdale factory, aiming to produce 75% of Hotter’s footwear domestically.
- The decision follows the realisation that customers prefer UK-manufactured shoes for their comfort fit, catering to specific width needs of older demographics.
- Chief Executive Mike Lester highlights that increased UK production could boost profit margins due to minimal cost differences compared to imports.
- Hotter Shoes, now trading from 30 UK sites, has seen a sales increase to £50m post-acquisition, reflecting successful restructuring efforts.
Hotter Shoes, under the new ownership of WoolOvers, is set to enhance its UK manufacturing output significantly. The brand, which was acquired out of administration last year, plans to ramp up its domestic production to one million pairs per year. This comes as part of a strategic shift to prioritise UK manufacturing at the Skelmersdale factory, reversing previous plans to phase out operations there.
The push towards domestic manufacturing aligns with WoolOvers’ strategy to leverage customer preferences for UK-made products. According to WoolOvers Chief Executive Mike Lester, customers appreciate the comfort fit and variety of sizes offered by UK-manufactured shoes, which better meet the needs of an older demographic. Lester stated, “We quickly understood that what the customer bought into was the UK-manufactured, the comfort fit, and the products they knew and loved.”
While producing in Britain is slightly more costly than importing shoes from India, increasing production volumes domestically is expected to enhance profit margins. This approach not only aims to employ more people in the UK but also ensures quality control and strengthens the brand’s storyline as a British manufacturer able to compete with international competitors.
Rescued in a £6.7 million pre-pack deal, Hotter Shoes has seen a revival in its fortunes. Trading from 30 sites across the UK, the brand has online and catalogue sales channels that contributed to a rise in sales from £45 million to £50 million in the first year following the acquisition. This growth suggests that the strategic changes implemented by WoolOvers are beginning to bear fruit.
Hotter Shoes’ commitment to expanding UK production highlights a strategic focus on domestic manufacturing and customer satisfaction.
