Iconic ankle boots and new stores to open, aiming to widen the range of products and entice new shares of consumers. A simple and effective recipe that is meant to drive Dr. Martens to fashion top ranks. “I can’t see why we should not reach 1 billion dollars in revenues”, reveals Paul Mason, chief executive president of the brand, while talking to Business of Fashion. The English brand, which has become very popular among consumers thanks to their punk-rock shoes, is openly optimistic. In 2016 their revenues amounted to 290,6 million pounds (391 million dollars), still quite far from the billion dollars goal. Yet their growth, +25 per cent on annual basis, along with several prospective opportunities, let the brand hope for the best. According to Business of Fashion, Dr. Martens (which is owned by British Permira group) is planning to open 20 new stores a year. They are also going to carry on with their top-quality partnerships (with Vetements and Comme des Garçons, amongst the latest) and enhance their management.
Good vibrations for Dr. Martens, as they increase revenues in double figures and open new stores. Aiming at “1 billion” dollars
