Hotter launches limited editions as life edges closer to normality
As life gets ever closer to normal in the UK, more and more brands are launching special spring and summer editions that reflect this normality, including those that are all about seasonal activities and special events.
With that in mind, Unbound’s Hotter Shoes comfort footwear label has announced its latest Royal Horticultural Society limited edition, as well as shoes designed for the Queen’s Platinum Jubilee.
It’s manufacturing 7,015 pairs of limited edition RHS and Platinum Jubilee shoes this spring “as it anticipates a surge in demand for comfort footwear”.
It’s actually the third year in which it has teamed up with the RHS but it’s actually the first year since the partnership began that consumers are either allowed to – or feel confident enough to – dive fully into the kind of activities they usually undertake in spring and summer.
Anecdotal evidence suggests consumers are embracing this normality reboot. On Tuesday, for instance, giant chain Primark reported that shoppers are buying holiday-focused and going-out pieces in large numbers and that bodes well for the launch of the many limited editions collections we’re hearing about at the moment, such as Hotter’s.
Hotter has made two exclusive RHS designs. The patterns were created by UK designer Camilla Andrews using a selection of illustrations from the extensive RHS Lindley Collections of more than 25,000 botanical images. A total of 5,805 pairs have been manufactured at the shoe firm’s Skelmersdale factory.
And the Platinum Jubilee collection to celebrate the Queen’s 70 years on the throne also sees it producing two shoe designs, with 1,210 being manufactured.
The RHS shoes are available from this month with the Jubilee shoes on sale in May.
It follows a busy period for the business after its owner Unbound Group plc, listed on the stock exchange via AIM in January and continued to develop its partnership strategy. In February, it launched “a successful partnership” with M&S to sell selected Hotter products on the ‘Brands at M&S’ platform.
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