our strategy

To build on the proven success of Hotter’s brand proposition, digital-first model and deep audience insight to cross-sell an extended range of products and services that support the wellbeing and active lifestyles of the 55+ demographic – with an offer that combines own brand and partner brands.

Leveraging cultural and demographic shifts that provide a robust and supportive backdrop for the development of an e-commerce proposition for the 55+ demographic.

Leveraging audience focus and comfort expertise to develop a model that adds value and drives relevancy through personalisation.

our vision

To help people move better, feel better and do more of what they love.

our mission

Developing technologies, products and partnerships rooted in digital excellence and unrivalled insight – to give people in their 50s and beyond the comfort and confidence to go further.


Leveraging deep audience insight and connected commerce platforms to select and sell a carefully curated group of third party brands.


Leveraging a unique blend of comfort expertise, audience insight and brand awareness to collaborate with a group of carefully selected partners to develop comfort solutions that broaden relevancy and extend reach.


Leveraging understanding of 55+ comfort challenges and expertise in comfort technologies to deliver targeted solutions to defined needs.

Three Core Building Blocks

Powered by trust

Leveraging Hotter’s deep heritage and awareness among the 55+ audience and its unrivalled credentials in comfort footwear – currently serving 30% of the UK 55+ female demographic.

Enabled by technology

Ongoing investment in technologies to deliver seamless, personalised experiences across all channels – from 3D foot-scanning technology to augmented reality – anchored in industry-leading headless connected commerce.

Guided by insight

Deep and sustained insight into the 55+ consumer – feeding products and experiences that are precisely targeted and uniquely relevant.

A Phased Approach

Unboundgroup.com will launch in H1 2022 with Hotter footwear products alongside first phase partner brands – carefully curated from the footwear, apparel and wellness categories.

Further brand partners will be launched throughout the year in adjacent markets with particular relevancy to the 55+ demographic and synergy with the group proposition.