Companies

Dr. Martens launches new global brand platform

Sep 30, 2026 United Kingdom

The British footwear brand has launched a new global brand platform called ‘With Bouncing Soles’ and ecommerce experience in order to advance its consumer-first strategy outlined in May

Named after the wording used on Dr. Martens’ heel loops since 1960, the ‘With Bouncing Soles’ platform introduces an updated visual identity across markets. This launch forms part of the company’s full-year 2026 strategy to modernise its digital and physical consumer channels.

As part of the new brand platform, the brand has launched a new e-commerce site in the US and major European markets, with more to follow. The new website combines online shopping with editorial and brand content and has been designed to make it easier for customers to find product information and make purchases.

“Everything we do is grounded in the relationship we have with our consumers and the communities around us. Whether they’ve worn Dr. Martens for decades, are finding their way back to the brand, or are curious about where we’re going next, we want every interaction to feel meaningful and unmistakably Dr. Martens”, said Chief Brand Officer Carla Murphy.

Dr. Martens is also rolling out its four-tier retail strategy. The strategy is aimed at shifting the focus of its stores from transactions to providing a more experience-led retail offering. After opening stores in London and Seoul, the company plans to redesign its Brand Centre locations in Paris, Munich, New York and Los Angeles this autumn.

“(...) We are also starting to enter the scale phase of our strategy and are investing with intent in the assets that build long-term desire for the brand”, added Ije Nwokorie, Chief Executive Officer.

“The reaction to our first Beacon store in Brewer Street, London, gave us real confidence in this direction, and the combination of a refreshed brand identity, our elevated ecommerce experience and four Brand Centres opening this autumn are the clearest expression yet of what a consumer-first Dr. Martens looks like as we strive to achieve our ambition of becoming the world’s most desired premium footwear brand”, he concluded.

Image Credits: theindustry.fashion

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