Hotter Shoes Mission For Comfort Continues As It Widens Its Collection
Released on: October 07, 2010, 7:57 am
Hotter Comfort Concept, the leading women's comfort shoe
specialist, has launched a new EEE width fitting as part of its mission
to bring comfort to the nation’s feet.
Following research amongst its online, mail order and high street store customers,
the UK shoemaker discovered an increased demand for wider fitting shoes mirroring
longstanding trends that show that UK women's feet are getting wider and longer.
To cater for this growing market the company has introduced its best selling Dew and
Leap styles in EEE fit for the first time and will be monitoring sales to decide
whether to extend the range for Spring/Summer 2011.
"We've built our reputation designing and making comfortable women's shoes that
look good and which help keep our customers active," commented Product Design
Director Paul Sayers. "Over the years we have noticed that women’s feet are
getting longer and wider, in fact our women’s extra fit (EE fit) shoes make up 45%
of our collection and so moving to EEE fit is a logical step."
Hotter's new extra extra width shoes will give thousands more women the opportunity
to enjoy their shoes and avoid the pain of having to break in new shoes that don’t
fit properly. The brand’s design and manufacturing teams have decades of experience
creating footwear that looks stylish but which incorporates discrete comfort
features such as smooth internal seams, lightweight soles, padded heels and
Paul Sayers said "Nowadays women's lifestyles in particular are so busy that they
can't afford to slow down because their shoes don't fit properly and are causing
them pain. In a recent YouGov survey we discovered that by far the majority of women
refuse to endure pain caused by new shoes for longer than thirty minutes and for us
even this is too long. Women's shoes should be immediately comfortable and fit
perfectly, which means offering plenty of half fit and width fitting options."
Lace-up Dew and touch-close fastening Leap offer full adjustability and come in UK
sizes 3 to 9 with some half sizes. Dew is available in Black/Black Snake and
Chocolate/Cafe; Leap is available in Black and Navy/Loganberry.
Note to Editors:
The YouGov Plc survey commissioned by Hotter Comfort Concept revealed that only 15 %
of women would walk for more than 30 minutes on a day or night out in shoes they
found painful. Total sample size was 1084 women. Fieldwork was undertaken between
7th - 9th April 2010. The survey was carried out online. The figures have been
weighted and are representative of all GB women (aged 18+).
About Hotter Shoes:
Established in 1959, Hotter manufactures 1.3 million
pairs of shoes from its Lancashire factory each year. Hotter shoes are sold online
and via direct mail and ten high street stores. Hotter specialises in comfortable
shoes, extra wide shoes, women's
sandals and women's boots. The
company, which is the biggest shoe maker in the UK, invested £6 million in a new
factory and plant in 2003 has one of the most advanced and efficient shoe making
facilities in the world.
Hotter Comfort Concept
2 Peel Road
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