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Rubin unveils strategy for Shoe Studio Group

Dune executive chairman Daniel Rubin has set out his strategic vision for the Shoe Studio Group business he rescued from administration five months ago.

Rubin told Drapers that the integration of the two footwear companies, which have combined sales of £120m from 140 stores and concessions, had now been completed and that he planned to relaunch Chelsea Cobbler, the Shoe Studio men’s footwear concept, as well as launch standalone websites for the group’s Bertie and Pied a Terre brands.

As a result of the integration, the group will be renamed The Dune Group.

Rubin has created a new dedicated men’s division under the Chelsea Cobbler name. It will house the Dune men’s footwear own label and the men’s Shoe Studio own label product as well as bought in men’s brands. Men’s sales already account for 18% of sales across the whole Dune Group.

Chelsea Cobbler had a standalone store on London’s Oxford Street but the shop closed as part of the administration of Shoe Studio Group in March. Rubin is revisiting the idea of opening standalone stores under the brand and will also launch a standalone Chelsea Cobbler website next month. However, its men’s concessions within House of Fraser will
continue to trade in their existing format.

Bertie, Dune Group’s young fashion brand which has been given an edgier makeover for autumn 09, and Pied a Terre were set to launch standalone websites for the first time as Drapers went to press, after previously trading via a central Shoestudio.com website.

New standalone store concepts for both brands are also expected to open in undisclosed central London locations at a later date.

In an effort to raise the profile of the enlarged business, Rubin is looking for a marketing director for The Dune Group.

This week, Nilesh Karia was promoted from head of merchandising to The Dune Group merchandising director.

Shoe Studio Group went into administration in March as part of the wider administration of the Mosaic Fashions group.

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