Dr Martens has launched a trade-in initative for its London stores, giving customers a discount on new boots by handing in any pair of worn shoes.
From this week, customers can drop off any make of boots into the specifically designed bins in store and receive a 20% discount towards a new pair of Dr Martens boots.
The programme will initially run for a 8 week trial. The British bootmaker is working with a recycling partner in Nottingham where all the pairs that are brought in will be ground down and repurposed.
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Dr Martens chief brand officer Ije Nworkorie said: “This is an invitation anyone who’s ever bought a boot – whenever, wherever, from whoever – to trade them in for some money off brand new Doc boots. We’ll make sure the old ones are sustainably disposed of so the wearer can just go off and enjoy their new Docs!”
Last month, the footwear retailer said trading since the start of its financial year was in line with expectations as its guidance for FY25 remained unchanged. However, pre-tax profit plummeted almost 43% to £97.2m in its last year.
It was revealed in April that Nwokorie will take over from current Dr Martens CEO Kenny Wilson.
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