Dr. Martens is focusing on reviving its U.S. business in fiscal 2025 with a marketing-centric strategy. Outgoing CEO Kenny Wilson highlighted the American market as the company’s top priority, aiming to achieve positive direct-to-consumer growth by the second half of fiscal 2025. The plan includes increasing marketing investment in the U.S. to engage both existing and potential customers, with a particular emphasis on promoting iconic boot styles.
The new strategy comprises three main pillars: emphasizing marketing for Dr. Martens’ classic boots, enhancing the brand’s digital presence, and tackling challenges in the U.S. wholesale market. By targeting key retail partners and implementing updated digital strategies, the company aims to stimulate reorders and drive growth by the second half of fiscal 2026. Despite an expected decline in U.S. wholesale revenue for fiscal 2025, Dr. Martens remains optimistic about the long-term success of its U.S. business through strategic marketing initiatives and operational improvements.
Overall, Dr. Martens anticipates a decline in group revenue for fiscal 2025, primarily driven by wholesale revenues. The company’s commitment to reinvigorating its U.S. business showcases its determination to overcome challenges and solidify its presence in the competitive American market. Through targeted marketing efforts and a focus on customer engagement, Dr. Martens aims to regain momentum and drive growth in the U.S. market in the coming years.
