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Cloggs planning higher-end offshoot

Branded footwear etailer Cloggs will launch a higher-end offshoot next spring.

Cloggs Boutique, which will sit separately from the main trading site, Cloggs.co.uk, will sell up to 12 brands, retailing from £150 to £450 per pair, each with its own landing page. Brands already signed up include Sam Edelman. The site will focus on content, offering customers “the story behind each brand”.

According to Cloggs managing director Damian Scarlett, existing players in online luxury footwear are not specialists, offering footwear as a secondary option to clothing. “None offer the personable, bespoke service that we plan to offer through the boutique,” he said.

Cloggs, which has one bricks-and-mortar store in Birmingham’s Bullring shopping centre, specialises in mid-price brands including Ugg, Dr Martens and Converse.

Cloggs Boutique’s focus on content will follow a path trodden by etailers including Asos and Net-A-Porter, which create content to complement products, with the aim of increasing visitor dwell time and engagement.

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