Hotter Comfort Concept, the leading women’s comfort shoe specialist, has launched a new EEE width fitting as part of its mission to bring comfort to the nation’s feet.
Following research amongst its online, mail order and high street store customers, the UK shoemaker discovered an increased demand for wider fitting shoes mirroring longstanding trends that show that UK women’s feet are getting wider and longer. To cater for this growing market the company has introduced its best selling Dew and Leap styles in EEE fit for the first time and will be monitoring sales to decide whether to extend the range for Spring/Summer 2011.
“We’ve built our reputation designing and making comfortable women’s shoes that look good and which help keep our customers active,” commented Product Design Director Paul Sayers. “Over the years we have noticed that women’s feet are getting longer and wider, in fact our women’s extra fit (EE fit) shoes make up 45% of our collection and so moving to EEE fit is a logical step.”
Hotter’s new extra extra width shoes will give thousands more women the opportunity to enjoy their shoes and avoid the pain of having to break in new shoes that don’t fit properly. The brand’s design and manufacturing teams have decades of experience creating footwear that looks stylish but which incorporates discrete comfort features such as smooth internal seams, lightweight soles, padded heels and removable insoles.
Paul Sayers said “Nowadays women’s lifestyles in particular are so busy that they can’t afford to slow down because their shoes don’t fit properly and are causing them pain. In a recent YouGov survey we discovered that by far the majority of women refuse to endure pain caused by new shoes for longer than thirty minutes and for us even this is too long. Women’s shoes should be immediately comfortable and fit perfectly, which means offering plenty of half fit and width fitting options.”