Hotter owner Unbound releases more details of new platform

By

Nigel TAYLOR

Published
May 25, 2022

Unbound Group has announced that its new online multi-brand retail platform will be powered by Mirakl, calling it “the industry’s first and most advanced enterprise marketplace SaaS platform”.

The owner of Hotter Shoes said the platform, which will be launched later this year, will enable it to partner seamlessly with selected third-party brands and extend beyond its current core Hotter brand to offer a broader range of products aligned with the brand’s DNA. 
 
Initially the group will launch its partner brand offering within the footwear and apparel categories, to be followed by a wellness offer.

As today’s announcement shows, the company is gearing up for a transformational year as it moves into new categories such as clothing, as well as adding third-party brands, becoming an “online multi-brand retail platform supporting the lifestyles of the 55+ demographic”.
 
It’s also continuing to develop Hotter’s footwear offering that’s hugely popular among its target consumer group. It said the move is key to its ambitions as its target demographic a cash-rich collection of consumers often frustrated by a fashion and lifestyle sector obsessed with chasing the youth market.

At the time, the company said it “intends to leverage the highly attractive customer database and scalable digital infrastructure of Hotter to support sales on the new Unbound platform of its own and third-party brands and products with related customer benefits to the same target demographic. This development of the curated platform will be through working with similarly focused partners to provide a range of products and services that support the wellbeing and active lifestyles of Hotter's customer community”.