|
It is refreshing to see a UK company that is strengthening relationships with its suppliers in the Far East. Comfort Plus, from leading wider fit footwear supplier E Sutton & Son, may be about comfort shoes but they can hardly be described as being in the comfort zone in terms of their range development or their commitment to high quality competitively priced wider fit footwear.
Producing over half a million pairs of shoes each year they achieve consistently a high quality product for their customers, including some of the biggest names on the high street, most recently Ann Harvey. The company itself put their success down to their strong relationship with Far Eastern factories that ensure prices are fair and quality is outstanding:
"It is important to remember when production is outsourced that your reputation relies on how your manufacturing partners perform" said Fred Drew MD of E Sutton and Son. "Not having a strong and close working relationship, in such a key area, is at the very least foolhardy and at worst can damage your reputation with your customers. We feel that our involvement in conjunction with their own quality standards mean that we have a better understanding of each other's position" He went on "... treating manufacturers as a remote operation that merely receives an order from us, which it then produces, is missing the point. The factory's involvement is crucial and we feel that our policy of close dialogue and regular monthly visits is absolutely vital. Trips to the Far East are expensive, time consuming and tiring, as anyone who does them will know, but without them our business just wouldn't work and it is an essential business strategy ensuring that we and our partners go from strength to strength."
Comfort Plus have carefully carved a suitable niche in the UK market with their series of stylish comfort footwear. Securing hundreds of stockists UK wide from Independents to multiples, and a series of major wholesalers, many people are Comfort Plus wearers without even realising they are.
Although a typical Comfort Plus wearer is mid 50s+, and appreciates well made, comfortable shoes, the demographics for the target market are rapidly changing, as older customers become more discerning and demanding.
"A Comfort Plus wearer has a much younger outlook than in previous generations." Explains David Buchanan, Group Marketing Manager for the brand "She now wants to be comfortable and stylish but will not pay a fortune for shoes. She still demands quality, but competitively priced. We feel that we suitably provide her with all she needs, and our great relationship with factories in the Far East makes sure that her sizes are in stock and the quality is high."
Price points for retailers hoping to stock the brand stand on the middle ground. They do not sacrifice quality and each style is in fine leather for pure luxury, but their selling point will always be wear ability and comfort. The latest collection introduces elements that give a younger feel and colour palette with new fresh designs to target younger end users as well as classic Comfort Plus designs, a fine balance which looks to sit well with the crowds at the forthcoming show season.
"The brands focus is on the UK and there is no bigger show for UK footwear than Moda and Blackpool for us." Continues Buchanan "Independents and multiples attend the two shows and they form the cornerstone for the brands selling year. Blackpool is exclusively independent retailers and is one of those quirky historical things that developed out of the
Slipper industry that was prevalent in the Rossendale valley a good few years back. Both shows are still very much a viable and profitable show for Comfort Plus and as such remains an important part of our selling calendar."
With plans to consolidate its position as one of the leading wider fit brands in the UK and build a larger customer base for the brand, Comfort Plus look armed for success with a new and improved website thrown in for good measure.
"The secret is clear for us" continues Buchanan "A regular dialogue between all components of the supply chain; a sound understanding of the market and its requirements and a commitment by both parties to produce quality footwear should keep us striving for success as each season comes around."
E Sutton will be showing its new range of Comfort Plus at Moda Footwear in February.
Hall 19 Stand FB7
Contact details
E Sutton and Son, Riverside, Newchurch Road, Bacup, Lancashire, OL13 0BW
Tel: 01706 874961
Fax: 01706 879268
e-mail: sales@esutton.co.uk
http://www.esutton.co.uk/
How do you keep up-to-date with the latest news from the Footwear sector?
