Dr. Martens has reported a steadier first half as the bootmaker pushes ahead with its shift to a consumer-first growth strategy.

For the 26 weeks to 28 September, group revenue dipped slightly to £322m, though sales were up 0.8%, helped by a stronger performance in the Americas.

Shoe volumes were a standout, rising 33% year on year as the brand widened its appeal and pushed for more occasions to buy.

New launches such as the Zebzag Laceless boot and the fully waterproof 1460 Rain boot, Dr. Martens’ first entry into the welly category, are part of that plan to reach more shoppers and open new segments.

The company also pointed to tighter cost control and reduced net bank debt.

Distribution partnerships have been expanded across Latin America, Italy, the UAE and the Philippines as the brand strengthens its wholesale network.

Trading since the period end has been mixed, with continued full-price growth in the Americas balanced by tougher conditions in EMEA retail. APAC remains steady.

The company expects to absorb roughly half of a high single-digit million pound tariff headwind this year, with full mitigation planned for FY27 through sourcing changes, price adjustments and ongoing cost discipline.

Dr. Martens said it remains on track to meet full-year expectations, with sell-side forecasts for adjusted profit before tax currently sitting between £53m and £60m, excluding tariff impacts.

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