Hotter takes on new agency as it continues brand 'refresh'

By

Sandra Halliday

Published
Jan 27, 2020

Comfort shoes brand Hotter is preparing for a publicity drive and has appointed an agency to handle its marketing as it puts support behind the brand.

The company, which has 80 UK stores and also sells online, has named Pablo as its creative agency, Campaign reported, having not been using an outside agency recently.

Last October, the firm’s parent company Electra Private Equity reported that Hotter was improving its performance and had “started [its] recovery from a difficult 2018”. That was helped by a new management team, led by former Start-rite exec Ian Watson, who joined last year.

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Hotter, which has been the UK's largest footwear manufacturer for the past decade, had also boosted its design and buying teams and in the autumn, Watson appointed Claire Pearl, formerly of Hobbs and Phase Eight, as it new product chief.

Hotter aims at the 50+ age group and focuses heavily on the comfort element of its footwear. But the business has been working hard to make the look of the shoes a big part of its appeal, as well as their feel. But the new agency will need to continue focusing on the core comfort feature and the core demographic while communicating the style elements of the shoes too. 

It will work with chief commercial officer Victoria Betts, who was previously with Missguided, Sofology and Shop Direct.