Deichmann, which has more than 2,300 stores in Europe and the US, will open up to 200 stores in the next five years in the UK’s high-footfall, city or shopping centres. It has 25 shops in this country and made its debut in 2001.
Chris Holden, Deichmann Shoes financial controller, said the retailer has delivered strong growth in the UK in the past year and is confident the market can sustain its expansion.
“Deichmann has been around for 90 years and is the biggest shoe retailer in Europe,” he said. “The UK is a key market and we see plenty of scope for expansion. We need to give the brand scale in the UK and, with the backing of a huge German company, we have the resources to build up our name.”
This year, Deichmann opened in Derby and Hull and has between four and eight stores in the pipeline for next year.
“We had a difficult first few years where we found out what worked and what didn’t and now we’re ready to go full steam ahead,” said Holden.
He added that the retailer’s range will stave off competition. “We cater for all the family, with something for everyone,” he said.
“All our ranges are good value – whether it’s the cheaper basic ranges or the more expensive, fashion-led ranges. This means we can be competitive in the market. We also have the buying power behind us.”
Deichmann UK managing director David Short stepped down from the retailer earlier this year and Holden said he will not be replaced. “His responsibilities have been absorbed by myself on the financial side and operations manager Andy Underwood,” said Holden.
Short joined Deichmann after his company Shoe Emporium was bought by the business in 2000. The brand launched as an out-of-town format in the UK, but changed strategy in 2002 to focus on city centre locations.
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