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Retail News
It is a heritage footwear brand which has reinvented itself for a new customer base in a new era – and it has now marched into a well-known location in Nottingham which is taking some confident steps of its own down the same route.
Dr Martens, famous for a trademark ‘AirWair’ sole which became a firm favourite of tradesmen and teenagers alike, is the latest arrival in The Exchange, the upmarket arcade inside The Council House – the civic icon which defines the centre of the city.
The deal to bring Dr Martens to The Exchange has been secured by Ben Tebbutt, a director of the retail and leisure team at the Nottingham property consultancy FHP. He says the deal is one of a series which symbolises the way that one of Nottingham’s most prestigious retail environments is starting to attract brands which could bring in a wider audience.
Dr Martens – whose boots and shoes are known as DMs – can trace its origins back to the early 1960s, when a long-established Northants shoe firm saw potential in an air cushioned sole invented in Germany by Dr Klaus Maertens. Even in its early days the anglicised Dr Martens workwear boots and shoes tapped into youth culture, with rock star Pete Townsend wearing them on stage during performances by The Who.
DMs have since become design classics, with Dr Martens rolling out its own retail chains, including a flagship store in London’s Covent Garden, and introducing clothes and accessories which have transformed it into a fully fledged fashion brand.
Ben Tebbutt says the arrival of Dr Martens shows that the Exchange Arcade is using its own status as a heritage location to appeal to shoppers in the same way as Covent Garden. “Exchange Arcade is part of an iconic building which offers a beautiful undercover trading environment,” he said. “For many years, it has been established as an upmarket environment favoured by retailers who appeal to mature and discerning shoppers. The comparison with Covent Garden makes sense. It is next to the Market Square, a great open space similar to those which surround Covent Garden, and it’s a natural meeting place for people.”
Earlier this year, FHP brought Patisserie Valerie to the Exchange Arcade, giving shoppers a greater incentive to stay in the arcade with an outdoor seating area under the Council House dome.
Ben Tebbutt said: “Exchange Arcade has been seen as a place with a very traditional clientele, and what we’re doing with both Patisserie Valerie and Dr Martens is broadening its appeal to a younger generation which also appreciates heritage brands.
“Dr Martens is a brilliant example of a decades-old brand which has reinvented itself with fresh, and sometimes quirky designs which means it is as relevant now as it was 50 years ago. They will be a great asset to the Exchange Arcade and they open the door to a greater range of retailers in a stunning, sophisticated environment.”
Dr Martens, has moved into the unit formerly occupied by Kookai, taking a 10-year lease on a 900ft² ground floor trading space and a 920ft² basement. Ben Tebbutt acted for CBRE Investors in a deal which sees Dr Martens pay £55,000 per annum.
He added: “The arrival of Dr Martens is not the only high-profile brand we have signed up recently and it demonstrates yet again that Nottingham’s status as the prime retail destination in the east Midlands remains undimmed.”