Hotter secures prestigious partnership with John Lewis as part of its online strategy


Comfort footwear brand, Hotter Shoes, will next month (October) begin to sell its products via John Lewis online as part of its strategy to reach even more consumers within its core demographic of 55+. 

Hotter, which sells 1.3 million pairs of shoes worldwide, has struck up its latest partnership as it expands and responds to changing consumer trends. The brand, which currently reaches 29% of the female population 55+, has heavily focused on digital transformation in the last 18 months and is seeking to underpin further growth by securing strategic partnerships with well-known complementary brands. 

A curated selection of women’s and men’s Hotter shoes will be available on John Lewis online as both brands seek to offer wider product sets to customers. Hotter’s product strategy is driven by its unique proposition of customised comfort, precision fit and stability.  

The prestigious partnership with retailer John Lewis is the third collaboration for Hotter in the last three months. In July, the business re-launched a selected product range on, after the retailer was acquired by Boohoo earlier in the year. This month (September), Hotter has launched a partnership with online marketplace Zalando, one of the largest global online marketplaces, focused on European and UK markets. 

Victoria Betts, chief commercial officer at Hotter, said: “We’re really proud to announce our upcoming partnership with John Lewis, this brand new collaboration with one of the UK’s best-known and well loved retailers offers fantastic synergy for our combined customer bases. 

“Partnerships are an integral part of our wider growth strategy for 2021 and beyond, as Hotter seeks to work with premium brands which match our brand values and core customer base. Consumers are shopping very differently now, with a heavy reliance on e-commerce; and we expect that trend to continue alongside the re-adjustment of high street shopping, which will be much more experience-led going forward.”

Betts continued: “Beyond retailer partnerships, marketplaces are also becoming an increasingly important part of Hotter’s business model, in line with our digitisation strategy to maximise and complement the growth of online sales. As a result, we’ve made significant technological investment and will continually work to identify marketplaces which reach new and existing customers. There is no doubt that these channels are here to stay and that they will grow in importance.”