Dr. Martens Rolls Out First Updated Brand Look

Dr. Martens (London) is rolling out the first versions of its new brand platform, “With Bouncing Soles,” which it’s placing in established, high-traffic sites and focuses on the company’s famed boots, craft and culture. The updated look recently debuted at the brand’s stores in New York’s Herald Square, Paris’ Le Marais district and Munich’s Sendlinger Street and is on tap to be unveiled soon in the Century City mall in Los Angeles.

“Located at one of the world’s most iconic retail crossroads, the reimagined shopping experience [at Herald Square and the other updated locles] showcases our new visual brand identity through craftsmanship, storytelling, personalization, and service,” Paul Zadoff, President, Americas wrote in a post on his LinkedIn page. “… As retail evolves, we believe physical stores play an increasingly important role for longtime brand fans and first-time visitors alike…”

Dr. Martens’ store fleet currently consists of 240 company-owned outlets and just under 100 franchise or partner-operated stores. Those totals include 35 stores in the UK and 85 in the U.S.; information on how many members of the chain will get the updated look was not immediately available.