Dr. Martens is focused on delivering sustainable and profitable growth to drive long-term value for the brand and its shareholders.

We believe in being brand custodians, focused on protecting and enhancing the brand and the business for future generations.

The business aims to deliver its growth plan by continuing to execute its tried and tested DOCS strategy.

Our purpose is to empower rebellious self-expression

Our responsibility is to act as brand custodians always focusing on long-term value.

Our drivers

Democratic brand Growing our consumer base by harnessing the brands’ diverse and inclusive global appeal.

True to our heritage Underpinning trends whilst remaining relevant to youth culture and modern day tribes.

Iconic product Expanding our product offering through style and category variations of our iconic originals.

A global approach Globally consistent and locally relevant to our consumers in every market.

Fuel e-commerce growth
Continue to use stores as profitable brand beacons

Dr. Martens is focused on growing the brand through direct-to-consumer channels which enable control of the brand, engagement with consumers and represent the best environment to showcase the brand and our products.

Enable growth and unlock value

Dr. Martens continues to professionalise and invest in its operational infrastructure to enable growth and unlock value . Our supply chain has the scale to produce enough pairs to support the near-term trajectory and aims to build out capacity enough to support our future growth. Our IT function has been transformed into a key business enabler.

Build meaningful relationships with consumers

Dr. Martens is focused on creating deeper connections with more consumers, using insights to develop effective marketing strategies aimed at increasing engagement and broadening our consumer base. Our sustainability strategy also sits under ‘C’, and is overseen by our Sustainability Steering Committee.

Grow our business in the right way

Dr. Martens believes that it has a significant opportunity for growth within the £341 billion global footwear market. We benefit from strong brand awareness in all our core markets, which provides strong foundations for growth. We will continue to drive growth in the right way, including working with quality wholesale partners to further build the brand. We are focused on applying our tried and tested strategy, with resource prioritised towards our core markets of the UK, France, Germany, Italy, the USA, Japan and China.

Culture first

Empowering rebellious self-expression. Cultivating an environment where we can all be our best.

Attract talent

Enhancing our employer brand and bringing the right people into our business.

Develop people

Building opportunities and skills for our people to learn and grow.

Reward people

Bringing structure and clarity to the way we compensate and value our people.

Enable excellence

Driving operational excellence and compliance across teams, systems and processes.