Hotter Shoes is planning a significant increase in UK production to one million pairs annually, under its new owner, WoolOvers. This development marks a strategic shift to enhance domestic manufacturing and product quality.
- WoolOvers acquired Hotter Shoes after it entered administration, reversing plans to phase out UK manufacturing.
- The new strategy aims to produce three-quarters of Hotter Shoes domestically, compared to the current 25%.
- WoolOvers recognises customer preference for UK-made footwear with comfort fit, over imported fashion-forward products.
- CEO Mike Lester highlights the competitive advantage of increased UK production against imports from India.
Hotter Shoes, a well-known footwear brand, is embarking on an ambitious plan to increase its annual production in British factories to one million pairs. This decision follows its acquisition by WoolOvers, a move that has revitalised the brand’s manufacturing approach.
WoolOvers, which rescued Hotter Shoes from administration last year, has decisively ended the previous plan to phase out domestic manufacturing at its Skelmersdale factory. Instead, they have put forth a strategy to boost local production significantly, increasing it to 75% of the total output, a substantial increase from the current 25%.
The strategy focuses on aligning production with customer demands, particularly valuing UK-manufactured products known for their comfort and fit — attributes that resonate well with Hotter’s traditional customer base, typically featuring older demographics seeking reliable footwear.
WoolOvers’ chief executive, Mike Lester, acknowledged that while producing in the UK is slightly more expensive than importing from India, the benefits of increased volume through domestic production involve higher profit margins and quality control. According to Lester, ‘It is a win-win for us. We want to make it here, employ people, and control the quality, the customer gets what they want and it is a better story for the UK.’
The transition also reflects on Hotter Shoes’ financial rebound post-acquisition. With sales rising to £50 million, up from £45 million in the first year of WoolOvers’ ownership, this strategic shift illustrates a favourable trend in both business performance and alignment with consumer preferences.
The enhanced focus on UK production by WoolOvers is expected to strengthen Hotter Shoes’ market position and customer satisfaction.
