Hotter Shoes' Mission for Comfort Continues as it Widens its Collection

By Hotter Comfort Concept, PRNE
Wednesday, October 6, 2010

SKELMERSDALE, England, October 7, 2010 - 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."

Lace-up Dew and touch-close fastening Leap offer full adjustability and
come in UK sizes 3 to 9 with some half sizes. Dew is available in Black/Black
Snake and Chocolate/Cafe; Leap is available in Black and Navy/Loganberry.

Note to Editors:

The YouGov Plc survey commissioned by Hotter Comfort Concept revealed
that only 15 % of women would walk for more than 30 minutes on a day or night
out in shoes they found painful. Total sample size was 1084 women. Fieldwork
was undertaken between 7th - 9th April 2010. The survey was carried out
online. The figures have been weighted and are representative of all GB women
(aged 18+).

About Hotter Shoes:

Established in 1959, Hotter ( manufactures
1.3 million pairs of shoes from its Lancashire factory each year. Hotter
shoes are sold online and via direct mail and ten high street stores. Hotter
specialises in comfortable shoes, extra wide shoes (, women's
sandals (
and women's boots (
The company, which is the biggest shoe maker in the UK, invested GBP6 million
in a new factory and plant in 2003 has one of the most advanced and efficient
shoe making facilities in the world.

    PR Contact:
    Mel Killilea
    PR Manger
    Hotter Comfort Concept
    2 Peel Road
    WN8 9PT

PR Contact: Mel Killilea, PR Manger, Hotter Comfort Concept, 2 Peel Road, Skelmersdale, Lancashire, WN8 9PT, +44(0)1695-712720

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