Russell & Bromley is aiming to grow its business with a five-year plan that’s already well under way, in which it aims to “re-boot” its business. 

The high-end footwear and accessories firm, which is still owned by its founding family, is focused on “refining the brand proposition, elevating the product offering, streamline operations and fuel market expansion at pace”.

The plan, which was first reported by Drapers, is being led by CEO Andrew Bromley and is built around the brand and product, its people, its drive for growth, plus marketing, and operations. The CEO said it’s “an ambitious roadmap”.

The turnaround strategy comes after news that turnover fell 9% to £56.5 million last year with an operating loss of £9 million in the face of a “combination of macro-economic headwinds combined with a period of significant growth investment”.

It was last profitable on an operating profit basis before the pandemic in 2019.

2024 saw various efficiency moves including its HQ moving to Kingly Street in Soho (that’s just behind Regent Street where the company has a store). Its distribution centre was also moved to Corby, Northamptonshire.

But the plan isn’t just about efficiencies with growth a key target. As part of that, it’s aiming for international expansion in the Middle East from next year.

Last year it also named a creative director for the very first time with Daniel Beardsworth-Shaw stepping into the role at a “significant moment of change for the brand”.

Formerly of Sweaty Betty and Christopher Raeburn, he reports to Bromley and heads up brand and product direction for the 140-year-old business. His first collection will come this year for AW25 as the business aims for a more design-led style.

The company is also currently reshuffling its teams as it aims to “streamline process, drive organisational clarity and establish a leaner, more efficient operating model”.