Dr. Martens is rolling out a refreshed global identity alongside a new ecommerce experience and an updated retail strategy, with four Brand Centres set to relaunch across Europe and the US this autumn.
Dr. Martens has launched ‘With Bouncing Soles’, a new global brand platform that forms part of its consumer-first strategy, alongside a new ecommerce experience and the next phase of its retail programme.
The platform takes its name from the three words stitched onto Dr. Martens heel loops since 1960. Drawing on the footwear brand’s products, archive and cultural history, the refreshed visual identity is intended to create a more consistent expression of the brand across markets and customer touchpoints.
The development follows the strategic direction outlined in Dr. Martens’ FY26 results in May, as the company continues to shift its operating model around the consumer and invest across both digital and physical channels.
New Ecommerce Experience
One of the first applications of ‘With Bouncing Soles’ is a redesigned global ecommerce experience, bringing commerce, craft and cultural content together within a single digital platform.
The site places greater emphasis on editorial storytelling and product information alongside the transactional journey, with the aim of creating closer links between product discovery and purchase.
The new ecommerce experience is live in the US and major European markets, with further markets scheduled to follow over the coming months.
Retail Strategy Moves Into Next Phase
Dr. Martens is also continuing the retail strategy outlined with its FY26 results. The programme follows the opening of its first Beacon store on Brewer Street in London and its first Brand Centre at Dosan Park in Seoul.
The company is positioning the formats as part of a move from primarily transactional stores towards more experiential retail environments centred on product, heritage, culture, creativity and craft. That direction also follows recent experiential activity at the brand’s Oxford Street flagship.
Four Brand Centres are due to be redesigned and relaunched this autumn at Le Marais in Paris, Sendlinger Street in Munich, Herald Square in New York City and Century City in Los Angeles.
The programme forms part of a four-tier owned retail strategy, with each store type assigned a different role within the customer journey:
Beacon Stores: immersive destinations intended to present the fullest expression of the brand’s heritage, culture and creativity.
Brand Centres: stores providing access to the wider brand offer, with greater product depth and expertise.
Brand Stores: locations focused on providing a clear and convenient way to shop the core brand offer.
Outlets: stores providing value-led access to the brand.
The approach is intended to give individual stores a more clearly defined role within the wider estate while supporting consumer engagement and longer-term growth.
“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.”
Carla Murphy Chief Brand Officer, Dr. Martens
“’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.”
Ije Nwokorie Chief Executive Officer, Dr. Martens
From Heel Loop to Global Platform
The wording ‘With Bouncing Soles’ has appeared on the brand’s heel loops since the first 1460 boot was produced on 1 April 1960. Dr. Martens now intends to use the phrase as an ongoing creative platform spanning product, retail, partnerships and community activity rather than as a seasonal campaign.
Dr. Martens operates in more than 60 countries and employs around 3,600 people. Its product range includes established silhouettes such as the 1460 boot, 1461 shoe, 2976 Chelsea boot and Adrian loafer, alongside newer product families including Zebzag, Buzz and Lowell.
The new brand platform, ecommerce experience and Brand Centre programme will now be rolled out across the company’s digital and physical channels.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
