HOTTER

Location planning model

About the brand

Hotter, founded in 1959, is the largest UK-based manufacturer and retailer of shoes. Originally a direct business focusing on mail order, Hotter now successfully sells from over 70 own stores. Turnover was c.£89m in the year ending 2014.

About Hotter
Challenges for Hotter

The Challenge/Task

Pragma was engaged by Hotter over a period of six years on several strategic projects:

  • Commercial Due Diligence: Review of the market and Hotter customer, and evaluation of the growth opportunities for the business. We provided Gresham Private Equity with a clear and positive recommendation to invest
  • Location Planning Assessment of suitable locations for the brand in the UK based on its optimal retail model, and prioritisation of locations in a detailed roll-out plan through two stages of growth
  • International growth opportunities: Market and consumer evaluation and market sizing for the comfort footwear market in the UK, US and Germany

What We Did

Assessment of suitable locations for the brand in the UK based on its customer profile, optimal retail models and prioritisation of locations in a detailed roll-out plan


Provided ongoing support to Hotter management in relation to micro-location of new site opportunities

“Pragma provided us with a very thorough and sophisticated location planning model. Their approach combines scientific rigour and practical experience and enabled us to have real confidence about which locations we select for new stores. I was very impressed with their work.”

Group Finance Director, Hotter
Hotter Results

The Result

Pragma provided the store roll-out plan that saw the business grow from 6 stores in 2008 to over 70 stores in the UK today, and was instrumental in helping the business exploit its international opportunities more effectively.

During our involvement, Hotter tripled the size of its business, and was sold by Gresham to Electra Partners in 2014 in a deal that valued the business at £200m.

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