FitFlop puts fresh focus on Irish market

London-based footwear brand FitFlop has announced plans to "re-energise" its presence in the Republic of Ireland and Northern Ireland, a market it sees as being of "strategic significance" in its growth plans.

It will see the territory directly managed by the brand, with a reinforced team in place at FitFlop’s London headquarters to support the strategy.

For the first time, Irish customers will be able to access the full FitFlop range via fitflop.eu, with "much improved" service levels for the region.

On the wholesale side, retailers in Ireland will be able to benefit from accessing the entire collection across all FitFlop technologies.

David Schüttenkopf, Chief Commercial Officer at FitFlop, said: "Our relentless pursuit of consumer-centricity means that FitFlop remains unwaveringly committed to delivering an outstanding experience and service to consumers all over the world.

"With this move, Irish customers will now be able to discover FitFlop and shop our unique products through up to date technologies, as well as familiar bricks and mortar stores."

In April this year, FitFlop revealed it had secured $30m funding to accelerate its growth. It also unveiled its global retail expansion plans to consolidate its omnichannel distribution strategy, adding some 70 partner stores to its portfolio so far this year.

New partnerships with distributors across Europe, North America and Asia to "accelerate key markets" were also announced.