Hotter Shoes, a renowned comfort footwear brand based in the UK, is gearing up to enter the wellness and apparel industry following its upcoming float on AIM. In an effort to tap into its strong appeal among older consumers, Hotter plans to create a marketplace that offers a wide range of products and services to support their wellbeing and active lifestyles. This marketplace will feature not only clothing and wellness items, but also complementary offerings from third-party brands. The launch is scheduled for the first half of next year.

The decision to venture into the wellness and apparel segment stems from Hotter’s focus on the general wellbeing of the 55+ age group, which is a key target market for the brand. This demographic has also displayed an increasing preference for digital platforms, especially in the aftermath of the COVID-19 pandemic. Hotter’s successful transition from physical stores to online platforms has been effective in capitalizing on this trend.

Since implementing its new strategy in October 2020, Hotter has witnessed significant growth in online sales. In the UK, online sales have surged by 30% compared to the previous period, while sales from digital partnerships have seen a remarkable 44% increase. In total, online sales in the UK and US accounted for 68% of Hotter’s total sales during this period, signaling a notable rise from the prior year.

Despite the closure of physical stores for a majority of the seven-month period, Hotter’s EBITDA (earnings before interest, taxes, depreciation, and amortization) for continuing operations has surpassed expectations, surpassing the previous year by 8%. In the first half of the year, the brand experienced an impressive 39% growth in online sales, outperforming the overall sales growth of 25%.

Hotter’s expansion into the wellness and clothing marketplace is in line with its commitment to meet the changing needs of its customer base. By offering a diverse array of products and services that cater to the wellbeing and active lifestyles of older consumers, Hotter aims to further solidify its position as a trusted brand in the industry.

In conclusion, Hotter Shoes is preparing to enter the wellness and apparel industry by creating a marketplace that caters to the wellbeing and active lifestyles of older consumers. With a successful transition to online platforms and a strong focus on meeting customer needs, Hotter is well-positioned to thrive in this new venture.

Useful links:
Hotter Shoes Official Website
AIM Listing Platform