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Dr Martens targets profit growth despite 'challenging' UK trading

Sophie Smith
10 July 2025

Dr Martens has reported that trading since the start of the financial year is in line with expectations and FY26 guidance remains unchanged, despite ongoing challenges in the UK market.

The British footwear brand noted that while its UK business continues to face a "challenging" trading environment, it has seen positive performance in its Americas direct-to-consumer (DTC) channel.

The APAC region also continues to deliver "solid" growth, with South Korea standing out as a particularly strong performer for the business.

Looking ahead, the company said its global autumn/winter order books are "healthy", with the EMEA region - including the UK - showing year-on-year growth, while the Americas order book remains broadly in line with last year but reflects a significantly broader product range.

Dr Martens added that its performance will be weighted towards the second half of the year, with a particular emphasis on profit growth.

"We are focused on embedding our new consumer-first Levers for Growth strategy, which builds on the work undertaken in FY25 to stabilise the business," Dr Martens said in a statement today.

The strategy, outlined last month, is designed to build on existing strengths while targeting new markets and growth opportunities.

It focuses on increasing consumer engagement, expanding product purchase occasions, optimising distribution to suit individual markets, and streamlining the operating model. Further details on its early progress will be shared at our first half results in November.

The UK-based company has been in the doldrums in recent years, with declining revenues exacerbated by the cost-of-living crisis.

The update follows a slump in annual profits as sales came under pressure for the year to 30 March. It reported pre-tax profits of £8.8 million, down from £93 million the previous year.

It appointed Ije Nwokorie as its new CEO in 2024, succeeding Kenny Wilson. Nwokorie was promoted from his role as Chief Brand Officer, a position now held by Carla Murphy, who joined the company in May.

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