Kurt Geiger’s discount retail brand, Shoeaholics, has recently made a bold move by opening its largest shoe shop in the UK at the renowned Westfield London. This move not only showcases the brand’s confidence in the footwear market for growth in 2021 but also marks a significant milestone in its expansion strategy.
The impressive 25,000 sq ft space occupied by Shoeaholics indicates its determination to provide customers with a wide range of footwear options. Despite the challenges faced by the wider footwear market in 2020 due to increased time spent at home by UK consumers, shoes with a casual and sports-focus performed well. This suggests that there is still a demand for stylish and versatile footwear even in uncertain times.
Shoeaholics’ success during the pandemic has been noteworthy. The brand experienced a significant surge in demand, with individual consumer spend often exceeding the norm by three times. As lockdown measures are gradually lifted, Head of Shoeaholics, Mark Hoyal-Mitchell, foresees a continued rise in consumer demand. This is particularly encouraging for the brand as it expands its physical presence on the high street.
While other retailers have been leaving the high street, Shoeaholics has taken decisive action by opening seven stores. Hoyal-Mitchell believes that there is a market gap for a one-stop shop that offers shoes from over 150 reputable brands, especially in light of the uncertain future of department stores. By bringing its expertise and extensive range of footwear to the high street, Shoeaholics aims to become the go-to destination for customers looking for the perfect shoe at the lowest price available.
Originally established as an online-only operation in 2014, Shoeaholics entered the world of physical retail last summer when non-essential stores were allowed to reopen in the UK after the initial lockdown. The brand already has locations on Oxford Street in London and at various designer outlets in Cheshire Oaks, Livingston, Birmingham NEC, Dalton, and Swindon. This move into brick-and-mortar stores has allowed Shoeaholics to reach a wider customer base and further establish its brand presence.
The current retail landscape presents online brands with a unique opportunity to open flagship stores. Due to business failures and retail strategies being reevaluated, there are numerous empty storefronts waiting to be filled. Since the reopening of stores in the UK last month, there have been reports of increased footfall, and with more people expected to return to office work and social activities in the coming weeks, the timing is perfect for Shoeaholics to solidify its physical presence.
Useful links:
1. Shoeaholics Website
2. Westfield London Website
