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Hotter secures partnership with John Lewis as part of online growth strategy

Tom Bottomley
20 September 2021

Footwear brand Hotter Shoes has announced an upcoming partnership with John Lewis, which will see a curated collection of Hotter products available via the retailer’s website from next month.

Hotter has heavily focused on digital transformation in the last 18 months, and the John Lewis online partnership comes after Hotter partnered with Boohoo Group’s Debenhams online business in July, and global online marketplace Zalando in September.

Victoria Betts, Chief Commercial Officer at Hotter, said: “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 ecommerce, and we expect that trend to continue alongside the readjustment of high street shopping, which will be much more experience-led going forward.

“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.”

Hotter is a specialist footwear brand with over four million customers globally, selling over 1.3 million pairs of shoes a year. It has over 4 million customers in the UK and overseas, buying online, through its mail order channel and through 17 stores in the UK.

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