British footwear brand, Dr. Martens, remains on track to deliver its new growth strategy, it said in its first Half (H1) results, published today, with rising full price sales and new product launches supporting its performance.

Following its new growth strategy set out earlier this year, Dr Martens aims to pivot from a channel-first to a consumer-first approach, as it targets four key levers for performance, including consumer, products, markets and organisation.

Dr. Martens reported that full price Direct-To-Consumer (DTC) revenues for the 26 weeks ending 28 Sep 2025 had grown +6%, as the brand focuses on reducing discounting and improving its revenue quality (margins). This helped contribute towards an improved profit outlook, with its gross margin increasing by 130 base points to over 65%.

The brand also said that new product innovation and category expansions had supported its growth efforts in H1, including the launch of its Zebzag ‘laceless’ boot and 1460 waterproof rain boots, which opened up new footwear segments. In the last 6months, Dr. Martens has grown shoe volumes by +33% by focusing on driving more purchase occasions.

Supporting its international expansion, Dr. Martens has also opened up distribution partnerships for Latin America, Italy, UAE and the Philippines. It also reported progress in simplifying its operations, working with tech partners across its Customer Data Platform and supply and demand planning systems to improve efficiencies.

“While it’s still early days, we are seeing green shoots across each of our four Levers for Growth,” said Ije Nwokorie, CEO of Dr. Martens. “This strategic progress, and our continued focus on cost management, is delivering a meaningful improvement.”

“While the marketplace remains uncertain and consumers are cautious, our biggest trading weeks are ahead, [and we are] confident in our plans for the year,” he added.