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BUSINESS COMMENTARY

Dr Martens needs a boot, not a marketing redesign

There is little sense of apology or contrition from the company whose shares have lost 82 per cent of their value

The Times

It was a dismal day yesterday for the Class of 2021, the group of companies that were floated in the London market during those surreal times when the world was starting to inch out of lockdown, money was free and valuations fantastical.

Disappointing figures from Wise, the payments group, and a profit warning from Auction Technology Group, the platform for auctioneers, set a bad tone. These are two of the few debutants from 2021 that have actually proved robust.

That’s not something that could be said of Dr Martens, which tabled its fifth profit warning in three years and is now firmly in the same bracket of turkeys as THG, Flopperoo (Deliveroo) and the late lamented Made.com.

Just because Dr Martens are popular in Camden, London, their popularity is not guaranteed in Columbus, Ohio
Just because Dr Martens are popular in Camden, London, their popularity is not guaranteed in Columbus, Ohio
DR MARTENS

Institutions paid £1.49 billion for shares in