Dr. Martens expected to make redundancies as part of EMEA reorganisation

Dr. Martens is set to make "some" redundancies as part of organisational changes designed to simplify its operating model and bring the business closer to consumers and individual markets.

The footwear brand is undertaking a reorganisation at EMEA regional level, with some roles moving into group functions and others shifting to individual markets. As a result, certain positions will be made redundant, with discussions currently taking place with those potentially affected and appropriate support being provided.

The changes form part of a longer-term transformation rather than a short-term reaction, and were first outlined in June 2025 as part of Dr. Martens' 'Levers for Growth' strategy, which identified organisational simplification as a key pillar to drive efficiency, scale and speed. The focus on restructuring was reiterated in the company's Q3 trading update in January 2026.

The move comes as the brand continues a broader turnaround effort. Dr. Martens sales slipped in the most recent quarter after the group scaled back discounting and clearance activity, with revenues falling 3.1% to £253 million in the 13 weeks to December 28. The drop was driven by a 7% decline in direct-to-consumer sales.

Chief executive Ije Nwokorie previously described the current financial year as "a year of pivot", saying the business was making "the necessary changes to our business to set us up for future sustainable growth". He added: "We have continued to improve the quality of our revenue through a disciplined approach to promotions and this represents a headwind to overall revenue, particularly in ecommerce."

Against that backdrop, the latest organisational changes are understood to be aimed at supporting a consumer-first, channel-led strategy, rather than acting as a cost-cutting exercise. The total number of redundancies has not been confirmed