Culture | Insiders story - Dr. Marten's impressive cultural transformation

For this instalment of ‘Insiders Story’ Helen Verwoert – Global HR Director of Dr. Martens kindly spared some of her time to talk to me about the Dr. Martens journey.

Dr. Martens is an iconic British brand founded in 1960 in Northamptonshire. Originally produced for workers looking for tough, durable boots, the brand was quickly adopted by diverse youth subcultures and associated with musical movements. Dr. Martens have since transcended their working-class roots, while still celebrating their proud heritage. Almost six decades later, “Docs” or “DMs” are worn by people around the world who use them as a symbol of empowerment and their own individual attitude. Dr. Martens currently trades in 58 countries worldwide.

Now based in Camden, arguably the coolest area of London, Dr. Martens is a globally dominant household name – with a brand and identity to make the edgiest of retailers jealous. But, it hasn’t always been plain sailing for Dr. Martens. After threats of bankruptcy in the early noughties, they were acquired by a business in 2013.

Dr. Martens firm set out ambitious plans to generate £400million revenue in four years, doubling headcount and increasing stores globally from 15 to over 100 – not an easy task! With the company being so fiercely independent in their approach, their brand and identity were at risk of being diluted.