Shine Comes Off Dr Martens As E-Commerce Sales Growth Slows

Shine Comes Off Dr Martens As E-Commerce Sales Growth Slows
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“Dr Martens (LON:DOCS) has had a city style makeover making a successful entrance into the FTSE 250 this year, but some of the shine has come off the iconic bootmaker, with e-commerce sales growth sharply slowing in the first quarter. The performance has disappointed investors with shares down by around 3% in early trading.

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Overall revenue still rose by 31% compared to pre-pandemic levels, and 52% compared to last year, but there was a marked deceleration in e-commerce growth. It rose by 11% over the quarter compared to the triple digit rise this time last year. Investors are also waking up to the extent of fickle fashion tastes, with the end of the summer season seeing a drop off in sales, and pick up expected in the Autumn.

The risk of the brand is that it’s a one trick pony. The company was made famous for dressing subversive types and although the chunky look may be in style for boots, shoes and sandals right now, it could fall out of fashion as tastes change. The wholesale market however remains resilient, with sales particularly strong in the US. Widening its footprint of styles is likely to be the path trodden in the future, but that also risks diluting the brand’s core image.’’

Article by Susannah Streeter, senior investment and markets analyst, Hargreaves Lansdown

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Jacob Wolinsky is the founder of, a popular value investing and hedge fund focused investment website. Jacob worked as an equity analyst first at a micro-cap focused private equity firm, followed by a stint at a smid cap focused research shop. Jacob lives with his wife and four kids in Passaic NJ. - Email: jacob(at) - Twitter username: JacobWolinsky - Full Disclosure: I do not purchase any equities anymore to avoid even the appearance of a conflict of interest and because at times I may receive grey areas of insider information. I have a few existing holdings from years ago, but I have sold off most of the equities and now only purchase mutual funds and some ETFs. I also own a few grams of Gold and Silver
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