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Sandra Halliday Published
July 28, 2025
Unbound Group (best known as the owner of the Hotter footwear brand) on Thursday confirmed the initial launch of its previously flagged curated multibrand platform, as scheduled.
It offers a range of ‘partner brands’ for its core 55+ customer demographic and the company said the further Autumn/Winter launch of the platform is on track to be completed in September.
From Thursday, the launch includes its core Hotter brand, plus the first seven chosen partner brands, primarily focused on complementary specialist footwear categories. The labels include Birkenstock, Boody, Geox, Hush Puppies, Muck Boots, Rohan and Skechers.
It said that “from today through to October, the group will continue to phase the onboarding of additional partner brands which will broaden the offering further across apparel and other specialist footwear categories. All partner brand relationships are designed to be capital-light, operating a drop-ship model with a fixed percentage commission payable on every sale”.
The group will expand the platform further into the wellness area in Q4 and and Q2 next year will see the launch of its own Unbound apparel range.
It will also continue to “explore additional partner brand opportunities in the coming months with several further partnerships at an advanced stage. Each potential partner brand is subject to a careful selection process using data-driven insights based on four key criteria: relevancy, desirability, specialism and sustainability. Central to this process is the group's continued desire to meet its customer needs”.
The firm also continues to invest in the development of the functionality and technology of its Mirakl-integrated site.