Clarks is centring its turnaround strategy on lower prices. The British footwear brand, owned by China’s Viva Goods Company (Li Ning), has succeeded in reducing prices by between 5 and 12 per cent. But that is not all. Clarks is also pursuing a retail expansion plan and intends to open seven to eight new stores in Italy by the end of this year. “Our shoes are democratic: we want to be accessible to everyone”,
Joe Ulloa, President for the UK and Europe, told
La Stampa.
The Clarks turnaround
“We have applied strict cost discipline and are reinvesting what we earn. This gives us the opportunity to grow the brand and gain market share”, Ulloa said. He explained that the company has tightened spending across all divisions, including IT, logistics, commercial channels and human resources. Processes have been streamlined, while inventory controls have become significantly more rigorous.
“We have also adopted a more effective pricing architecture, with a progression from good to better products, while seeking to maintain Clarks’ quality and comfort standards”. The market has responded positively, and the brand has returned to profitability. “At the moment, we are seeing double-digit growth globally in the Originals business, partly thanks to the pricing adjustments made within that segment”, the executive noted.
Consistency and geography
According to Ulloa, prices are now aligned “more consistently across markets”, reducing disparities between European countries. Strengthening value and competitiveness have been the guiding principles behind Clarks’ strategy. The company manufactures primarily in Vietnam, Cambodia and India, but also in Europe and Turkey. This diversified supply chain allows the brand to limit its exposure to geopolitical disruptions.
In terms of sales, the United States and the United Kingdom remain Clarks’ most important markets. However, the regions with the greatest growth potential are Europe, the Middle East and Asia — with Italy among them. “Wholesale orders for Autumn/Winter 2026 are up 55 per cent compared with Autumn/Winter 2025”, the Clarks executive concluded in the interview.
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