In this extended episode, Katie speaks to Ian Watson, CEO and driving force behind one of Britain’s most successful shoe brands, Hotter Shoes, in front of a live audience. As the UK’s largest specialist footwear brand Hotter Shoes sells over a million pairs of shoes a year, to more than 4 million customers around the world. Ian is credited with having accelerated the company's digital growth and Hotter Shoes is now seen as a major player in the e-commerce space. By repositioning Hotter shoes as a digitally-led, direct to consumer, e-commerce platform, Ian has successfully navigated both the challenges of the Covid pandemic and the downturn in traditional bricks and mortar retail environments, helping to ensure the brands longevity, growth and investment opportunities. Listen as they discuss his journey and how the drive to join the workplace saw him leave school at 16 and build solid hands-on experience in every role a business would need including sales, accounts and marketing. From the UK to Germany and back. Discover how his varied experience across the chemical, tool and private equity sector has given him a love of creating successful products that he has applied to the Footwear Industry. First at Startrite and now as CEO of Hotter Shoes and what his growing understanding of what he terms the ‘the dark arts of Footwear’. Ian shares his top tips for footwear design students about the importance of including the customer and price point at the start of the design process. He discusses the importance of mentoring, ideas around brand and making comfort a positive enabler. And delves into the wider challenges in the footwear industry from supply chains to sustainability. A personal, entertaining and behind the scenes insight into the man behind the brand and lessons he has picked up along the way. Be sure to follow Cordwainers on Instagram Like us on Facebook And follow us on Twitter This podcast is produced by Audio Coast