Unbound Group to launch multi-brand online marketplace

nbound Group to open marketplace offering selected other brands to its customer base
The business has been transformed in the last three years into a digital-first, direct-to-consumer omnichannel brand.
// Unbound Group to open marketplace offering selected other brands to its customer base
// The new platform will be launched later this year

Unbound Group, the parent company of Hotter Shoes which specialises in footwear for the over 55s, is launching its own marketplace to sell selected third-party brands to its customer base, expanding its offering and cementing its position among its core demographic.

In a statement, Unbound said that they will capitalise on the “digital strengths, customer loyalty and powerful database,” of Hotter Shoes to launch an online marketplace targeting the needs of its 55-plus consumer with a curated selection of fashion and lifestyle brands.

Working with Mirakl, the marketplace platform will enable Unbound to partner with selected third-party brands and extend beyond its current core brand of Hotter Shoes to offer a broader range of products aligned with the brand’s DNA.


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Initially the Group will launch its partner brand offering within the footwear and apparel categories, to be followed by a wellness offer.

The platform will be launched later this year, with a planned introduction of the platform at the end of July 2022 and a full autumn launch in early September 2022.

Over the past three years the business has been transformed into a digital-first, direct-to-consumer omnichannel brand, currently serving a growing total customer database of 4.6m.

This represents 29% of 55+ women in the UK. The over-55 market is growing twice as fast as the under-55 segment and is currently underserved online, believes the retailer.

Unbound Group chief executive Ian Watson said: “We are excited to announce we are building our new platform using Mirakl’s leading marketplace technology. We are leveraging our proven proposition to tap into the increasing number of 55+ consumers that are shopping online,”

“Through our new platform, we are creating a Group that understands, connects with and sells to our key target consumer on a broader and deeper basis. Mirakl’s proven capabilities and scalable technology made them the obvious partner for us, bringing the technology, expertise and ecosystem that will help us to develop a truly curated platform at scale, which will be launched later this year.”

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