Cloggs to open UK retail chain

British footwear company Cloggs is to open a chain of 20 standalone shops over the

next five years. The company, which started as an online business, is expected to open its first store this December in Shrewsbury. This will be followed by two more by the end of 2013 and, depending on their success, a chain of 20 shops within the next five years.

On its website the company sells brands ranging from Converse to Uggs to Hunter Wellies and Timberland.

The brand demographic is from the Midlands down

Managing director Chris Thomas told Drapers he was targeting high streets rather than shopping centres or out-of-town developments in order to reach Cloggs’ key Middle England demographic. It will focus on properties from “the Midlands down", with St Albans and areas just north of the M25 being of particular interest.

“Market towns such as Shrewsbury are perfect for us," Thomas said. “We want to appeal to Middle England with above average incomes, the mum who is shopping for her entire family on a Saturday afternoon."

According to WGSN Cloggs previously had a store in the Bullring shopping centre in Birmingham, which opened in 2009 but closed when JD Sports Fashion bought the business last year.

Cloggs is also changing its brand mix to cater to a more upmarket customer, moving average price points up to around 60 pounds.

“Since the acquisition we’ve taken on some great labels that are definitely more premium compared with where we were," Thomas said.

Brands new to Cloggs since the takeover by JD include Joules, Clarks and Barbour. Oliver Sweeney and Hudson have also been signed up for 2014, along with up to 10 additional footwear labels that Thomas would not reveal the names of.

The Cloggs Boutique website, which was launched in 2011 and stocked the retailer’s more expensive brands, has been integrated into the main Cloggs site.