Clarks has launched its first ever owned digital marketplace on clarks.com, adding over 100 third party brands across fashion, accessories, and lifestyle to its website. This is a significant pivot for a 200 year old footwear retailer. The move was first announced in September 2025 and went live in April 2026. In doing so, Clarks fulfilled a stated ambition to broaden the business beyond its own product range.
A 200 year old brand diversifies
Founded in Street, Somerset, in 1825, Clarks has operated almost exclusively as a footwear brand for two centuries. The marketplace launch represents its clearest move yet toward becoming a multi brand retail platform. This is a structural shift driven by the need to grow digital revenue and increase visit frequency on clarks.com.
Who is on the platform
The initial roster includes heritage bootmaker Hunter, eco friendly childrenswear brand Frugi, luggage label Antler, and color focused fashion brand Kettlewell Colours. In addition, more brands are confirmed to follow. The curation targets Clarks’ core customer: quality and value conscious UK shoppers. It does not target a broad streetwear or trend driven audience.
The DTC and marketplace strategy
The owned marketplace sits alongside an aggressive third party expansion that placed Clarks on Shein, Walmart, TikTok Shop, Target, and Secret Sales through late 2025.
Joe Ulloa, President of Clarks U.K., Republic of Ireland, and Europe, said that “Expanding into new digital spaces helps us meet customers where they are. We’re making Clarks even more accessible while continuing to offer fantastic products at great prices. Value and comfort remain at the heart of everything we do.”
What it signals for footwear retail
Building a first party marketplace is a well worn strategy in multi category retail ASOS, Zalando, and John Lewis have all used the model to defend traffic and revenue. For a footwear specialist like Clarks, the move acknowledges that single category DTC traffic is increasingly hard to sustain at scale without broader product reasons to return.
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