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Unbound reveals third-party brand partners

Lauretta Roberts
30 June 2022

Unbound Group, the parent of Hotter Shoes, has revealed the initial list of third party brands that will feature on its new fashion and lifestyle platform for the over 55s, with big names such as Birkenstock, Geox and Skechers among those to have signed up.

The Unbound platform will go live on 28 July and, alongside comfort footwear brand Hotter, will feature 14 brands across footwear and apparel with further brands to be added in the autumn as its expands into related markets, such as wellness.

Unbound will build on the strong market penetration and digital know-how of Hotter, which has a customer base of 4.6 million, representing some 30% of the UK's over-55 female population.

Each brand included on the platform has been selected based on "relevancy, desirability, specialism and sustainability criteria, following a careful selection process and data-driven insights", the company has said.

In apparel the full list of brands to feature is: Rohan; Asquith of London; Boody; Noa Noa; Part Two; Kaffe; Soaked in Luxury; Cream; and Lakeland Leather. In footwear the line-up is: Birkenstock; Muck Boots; Geox; Skechers; and Hush Puppies 

By featuring on the platform the brand's are expected to benefit from greater engagement, up-sell and cross-sell while Unbound anticipates an increase in its customer base, engagement and loyalty.

“It’s great to see our team’s effort coming to fruition as we prepare for the launch of the Unbound platform. Over the past months we have carefully selected a number of brands that we are pleased to announce today, who we look to build a long-term partnership with and who will be part of our initial platform launch from 28th July. We look forward to developing more partnership opportunities over the coming months as we expand our curated offer," said Unbound Group CEO Ian Watson.

The Unbound platform is the culmination of a transformation strategy at Hotter Shoes, undertaken by Watson who joined the business in 2019. Hotter Shoes shifted its focus away from physical retail – though it retains some strategically placed stores and has recently expanded its concessions with garden centre chain Nocutts – towards a digital-first approach.

The business was floated in London at the start of the year and, along with the brand line-up annoucement, the company confirmed that trading was expected to be in-line with expectations in the year ending 5 February 2023.

Listen to our recent podcast with Unbound Group's Ian Watson here.

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