Dr. Martens plc (LON:DOCS), the iconic British footwear brand with a global presence, has announced further developments as part of its consumer-first strategy, with the launch of ‘With Bouncing Soles’, a new global brand platform, alongside a new ecommerce experience and the continued execution of the retail strategy set out at its FY26 results in May 2026.
The company’s refreshed visual identity – brought to life through its new global brand platform ‘With Bouncing Soles’ – is built around the three words that have been stitched onto every Dr. Martens heel loop since 1960. Inspired by the craftsmanship of its products, the richness of its archives and the cultural attitude that has shaped the brand for more than six decades, ‘With Bouncing Soles’ refines Dr. Martens’ most distinctive assets into a more contemporary, cohesive and globally consistent expression.
Building on the strategic direction outlined in its FY26 results, these investments demonstrate how Dr. Martens is continuing to evolve the way consumers discover, experience and connect with the brand across digital and physical channels.
A new era of digital experiences
One of the first visible expressions of ‘With Bouncing Soles’ is the launch of the new global ecommerce experience. The new digital platform has been developed as an end-to-end elevated consumer experience, bringing together commerce, craft and culture in one globally connected destination.
Rather than simply making it easier to purchase products, the new site helps consumers better understand Dr. Martens through richer storytelling, stronger editorial content and more seamless journeys between inspiration and commerce. The new ecommerce site is live across US and major European markets, with other markets going live in the months ahead.
Retail as a brand experience
Alongside its digital evolution Dr. Martens is executing its new retail strategy, as outlined at the company’s FY26 results in May 2026. Following the successful opening of its first Beacon store in Brewer Street, London, and Brand Centre in Dosan Park, Seoul, new brand destinations will continue Dr. Martens’ journey from transactional to experiential retail with stores built around the products and heritage to inspire consumers through culture, creativity and craft.
The execution of Dr. Martens’ retail strategy continues this autumn with the redesign and relaunch of Brand Centre stores in Le Marais, Paris; Sendlinger Street, Munich; Herald Square, New York City; and Century City, Los Angeles. These revamped stores mark the next phase in Dr Martens’ four-tier retail strategy, ensuring all stores have a clearly defined role in strengthening consumer engagement, building brand desire and supporting long-term growth.
As outlined at the company’s FY26 results, the strategy introduces four distinct owned retail formats, each designed with a specific role in the customer journey:
Beacon Stores: an immersive brand destination where consumers experience the full expression of heritage, culture and creativity
Brand Centres: a destination to explore the full brand, offering depth, expertise and elevated experience
Brand Stores: a clear, convenient and engaging store that makes it easy to shop the best of the brand
Outlets: accessible entry to the brand, offering value without compromising identity
On the launch of ‘With Bouncing Soles’, Chief Brand Officer Carla Murphy, said:
“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. ‘With Bouncing Soles’ as our creative brand platform brings our products, people, and their stories together, connecting our heritage with the spirit of Dr. Martens today and the future we’re building together.”
Ije Nwokorie, Chief Executive Officer, said:
“‘With Bouncing Soles’ is an important milestone in our consumer-first strategy. As we continue the hard work of pivoting our operating model around the consumer, 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. 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.”
