Russell & Bromley launches next phase of ‘ReBoot’ turnaround strategy
Russell & Bromley has entered the next stage of its ‘ReBoot’ turnaround strategy, first announced in February 2025, as the heritage footwear and accessories brand seeks new investment to support its next phase of growth.
The five-year plan, led by CEO Andrew Bromley, aims to return the business to sustained profitable growth through a series of strategic actions designed to modernise operations and reinvigorate brand appeal.
Bromley said: "We are currently exploring opportunities to help take Russell & Bromley into the next phase of our ReBoot vision. Since the announcement of the ReBoot earlier this year we have made significant progress, positioning us well to build on our momentum and continue along our journey.
"We are looking forward to working with our advisory team to secure the necessary investment to accelerate our expansion plans."
The announcement follows a period of significant transformation for the 140-year-old brand. In June, Russell & Bromley appointed Daniel Beardsworth-Shaw, formerly Design Director at Accessorize and Vice President of Design at Sweaty Betty, as its first-ever Creative Director. The appointment marked a pivotal moment in the company’s evolution, signalling a renewed focus on design innovation and storytelling.
Beardsworth-Shaw, who recently unveiled his first full collection for AW25, has joined the executive leadership team and reports directly to Bromley.
Further strengthening its retail strategy, the brand recently launched a new partnership with John Lewis, aligning with the department store’s ambition to become the "home of premium brands". The collaboration allows Russell & Bromley to sell directly through John Lewis’ online and app platforms via a curated supplier model.
Bromley commented on the partnership: "We’re thrilled to be partnering with John Lewis as we expand our carefully selected stockist portfolio across the UK and Ireland, and even more pleased to be part of their plans to enhance their already excellent customer experience. The parallels between Russell & Bromley and John Lewis when it comes to customer service and quality make them an obvious choice for us."
Founded in 1880 in Lewes, Russell & Bromley remains a family-owned and independent brand with more than 36 stores across the UK and Ireland. The company’s ReBoot strategy looks to strengthen its positioning within the competitive premium footwear and accessories market.
