Growth plans for Chipmunks
International markets, brand extensions and continued investment for children’s footwear brand.
By Laura Turner
15 March 2017
North West children’s footwear brand Chipmunks
has confirmed ambitious development plans to deliver 100 per cent year-on-year revenue growth.
The announcement comes as Chipmunks, which is owned by Courtaulds Footwear, marks five years since its re-launch with Justin Taggart (pictured) at the helm.
Driven by creative and sourcing teams based in Cheshire and the Far East, Chipmunks manufactures almost all of its products in its own factory in southern China, where Courtaulds has produced children’s footwear for the likes of Clarks and Marks & Spencer. Taggart spent 18 months there, developing the brand and working with specialist teams to oversee the product development.
“We spent the first couple of years perfecting our core range and now have a commercially successful brand of quality and affordable shoes in the market and we’re expanding every week within the UK market with new independents opening all over the UK and ROI,” says Taggart, who has ambitious plans for the brand in 2017, including a launch in America, China and Australia.
"Looking forward, our goal now is to scale and expand the business,” he continues. “In addition to our tried and tested core product, we introduce new lines to the footwear range each season and are currently developing apparel and accessories ranges for both the UK and overseas markets. Accessories, including hats, scarves and gloves, will be introduced in the a/w 17 collection, with a more extensive clothing range launching in 2018, including jersey T-shirts, sweatshirts, rain hats, raincoats and nightwear.
“The domestic market will continue to be the backbone of the business and we will maximise efforts to drive more bricks and mortar stockists in the UK over the coming months,” Taggart concludes. “Maintaining the brand’s quality online presence is a key priority, with marketing and public relations efforts focussed on driving traffic to www.chipmunksfootwear.co.uk
As well as a large independent retail base across the UK and ROI, Chipmunks is also stocked by Debenhams, House of Fraser, JD Williams, Brantano and Jones Bootmaker.
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