Dr. Martens to expand into Germany, Austria and Switzerland
Footwear brand Dr. Martens is to take over from its long-term distributor partner Bondi Marketing and run all direct operations in Germany, Austria and Switzerland as it looks to open stores in the countries.
The retailer will launch its first store in Germany tomorrow in the city of Cologne and is also planning to open additional stores in key locations across Germany, Austria and Switzerland.
The move is part of Dr. Martens’ strategy to strengthen its direct to consumer channels to build brand awareness and get closer to its customers. Later this year, the brand will open subsidiary offices in Dusseldorf and will be hiring for new marketing and sales positions in the country.
Dr. Martens said Bondi Marketing will begin slowly phasing out its management of the Dr. Martens operation by fulfilling work for Spring/Summer 2019 orders. However, it will continue to be a key partner to the brand as it expands its wholesale network in the region.
Dan Le Vesconte, president of EMEA at Airwair International, said: “This is a significant and exciting moment for Dr. Martens. We have seen strong growth across Europe in recent years and have generated great momentum across the region. Today’s announcement is testament to the significant potential we see in these key markets, particularly in Germany, and represents another stage in our successful growth strategy.“
In the year to 31 March 2017, Dr. Martens saw its revenue increase by 25% to £290.6 million. This included growth of 25% to £118.2 million in its EMEA region.
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