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Chelsea Cobbler trials men’s store

The Dune Group has unveiled a multi-brand mens-only footwear store in London’s West End under the Chelsea Cobbler name it acquired as part of its rescue of Shoe Studio Group earlier this year.

Men’s footwear accounts for about 18% of sales across the Dune Group and the business wants to increase its market share of the category.

The Chelsea Cobbler name has been resurrected on London’s South Molton Street after the standalone Chelsea Cobbler store on London’s Oxford Street closed as part of the administration of Shoe Studio Group in March this year.

Dune Group bought Shoe Studio Group out of administration, giving the combined group sales of £120m from 140 stores and concessions.

The 1,500 sq ft store is on a temporary lease until the retailer decides whether or not to make the store permanent and if it will roll the concept out across the country.

The store trades from a single floor and product is merchandised by category rather than brand. Brands sold range from mid-level Bertie and Dune to more premium collections from  Oliver Sweeney and Jeffery-West.

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