Dr. Martens is an iconic global brand and one of the most recognised footwear brands in the world, selling in excess of 11 million pairs of footwear annually in more than 60 countries. The brand has empowered rebellious self-expression for over 60 years.
What did the business need?
In simple terms Dr. Martens needed professionalising at the same time as introducing a consumer-first brand-oriented mindset and culture to the business. In practical terms, this meant hiring managers from big global brands, investing in systems and processes, introducing rigorous financial controls. Many areas required a strategic refresh, including greater investment in digital talent and capability, strategic management of key wholesale channels, greater focus on the core brand and retail execution, supply chain diversification, and improved internal oversight.
What lasting value did PE/VC investment bring?
Throughout the investment Permira adopted a custodian mindset, ensuring financial discipline and a strategic culture across the firm. They hired worldclass talent in the company who can leverage the robust backbone the firm now has to drive continued growth.
Future growth plans
The future is bright for Dr. Martens and Permira sees many years of growth ahead as the business continues to reach its full potential.
“The successful transformation of Dr. Martens was only possible because of the great partnership we had with Permira who supported and guided the strategy over the past seven years. I’m very grateful to them for their continued support as we grow the brand further around the world.”
Kenny Wilson, CEO, Dr. Martens