Hotter launches autumn winter 2021 collection as it hails stellar year


One of the UK’s leading footwear brands, Hotter, has announced the launch of its autumn winter 2021 range, adding 34 new styles to its line up. 

Having witnessed stellar growth in outdoor pursuits over the past 18 months, the brand has doubled-down on its outdoor and active range, adding 18 styles into this category alone.  

Leading the market in comfort and selling over 1.3 million pairs of shoes each year, Hotter also adds 8 new styles designs to its workwear range taking the collection to 22.

The launch follows a strong trading period for the brand, which achieved overall global sales growth of 25% in the first six months of 2021 (Source: Electra RNS), despite the tough retail conditions. Its parent company, Unbound Group PLC, also announced it will list on the AIM market in Q4 2021. 

Serving over 4.6 million global customers through its online and mail order channels and via its 17 stores and 6 concessions in the UK, the brand now reaches 29% of the female population in the UK over the age of 55. 

Victoria Betts, chief commercial officer at Hotter, comments on the new collection: “The past 18 months have opened up huge opportunities across our active footwear range. We have seen a surge of interest in our outdoor line and we expect this to increase as we head into Autumn.

“We have worked hard to respond to our customers’ needs and changing trends, and we are proud to be adding 34 new designs to our line up this season, combining our pioneering comfort technology and precision fit, with on-trend styling and functionality.”

During the last 18 months, Hotter has invested heavily in digitalising customer experience online and in-store. 

As well as improving ecommerce capabilities and launching a VR app allowing customers to virtually try on shoes, the retailer also boasts its industry-leading Footprint technology in its 17 stores, providing a 3D foot scanning facility to accurately measure foot width and size and continue its leading status in comfort.

In addition to its new collection, the brand recently announced its collaboration with Infinergy, the BASF-designed high-performance responsive material used by athletes. The partnership sees Infinergy integrated into over 40 styles, increasing energy-return and comfort. 

Betts continued: “We are confident and excited about our future growth and longevity. We have focused heavily on digitalisation of our company and brand over the past year, and this strategy has proved overwhelmingly successful.”

“We now enter the next season in a very strong position, and continue to lead the market in great comfort, style and fit.”