Hotter Shoes Mission For Comfort Continues As It Widens Its Collection

Released on: October 07, 2010, 7:57 am
Author: Hotter Shoes
Industry: Retail

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 removable insoles.

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.

ENDS

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.

PR Contact:
Mel Killilea
PR Manger
Hotter Comfort Concept
2 Peel Road
Skelmersdale
Lancashire
WN8 9PT
01695 712720
www.hottershoes.com

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