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China Trading Partnership Announced Between Tricker’s and Melcher’s China


Northampton Footwear Brand Tricker’s and Global Company Melchers have signed an exclusive distribution partnership to develop the Tricker’s Brand in China Mainland and Hong Kong.

Through this partnership, Tricker’s and Melchers China, will develop a multi-channel distribution business in China Mainland and Hong Kong. A dedicated Website and WeChat shop along with wholesale distribution and traditional retail will create digital and physical spaces for customers of Tricker’s to buy a full range of products and learn about the company’s illustrious Northampton history.

Britain has some of the most luxurious brands which are hugely popular among Chinese people. This new partnership will capitalise on China’s e-commerce market by developing the Tricker’s brand on Chinese Social media and e-commerce platforms. With the wealth of experience Melchers have operating in the China market, the brand will connect with the Chinese audience directly through Weibo and WeChat offering unique experiences that will connect luxury customers’ social and online lives to Northampton’s finest welted footwear products.

Martin Mason, Managing Director at R E Tricker Ltd commented:

“Digital presence is such an important part of the luxury customer journey in China, and continuing our history of exporting the very best of Northampton footwear, we wanted to develop this connection by merging social media and the store experience to capitalise on the way Chinese customers are engaging with brands. We are thrilled to be partnering exclusively with Melchers on this distribution partnership which is a step-change in our ambitions for the next phase of developing our business throughout China Mainland and Hong Kong

Tricker’s are delighted to partner with Melchers, we both felt a strong connection to form a strategic partnership with another like-minded business.  Both companies established themselves early in the 19th century, the birth of the modern world, a time for great enlightenment, learning and social reforms. This was the world in which the first retail orders for Tricker’s shoes were secured and although separated by 200 years history, the new digital and physical marketplaces in China Mainland and Hong Kong will be just as transformational for our business”

Anton Melchers, CEO of Melchers China said:

“Chinese shoppers account for more than a third of the global luxury consumption today. Luxury consumption is highly influenced by domestic online touch points, with Chinese consumers preferring a highly curated, personalized social experience. The sophisticated consumers are looking for authentic brands with a unique history and positioning. Tricker’s shoes are known for their high craftsmanship, comfort, individuality, and premium quality

We share Tricker’s values and vision of a long-term oriented partnership to develop the Chinese market. Melchers strives to become a leading retail service provider in the premium luxury segment in China Mainland and Hong Kong, and we are very excited partnering with such a prestigious brand like Tricker’s”.

About Tricker’s

The longest established shoemaker in England, R. E. Tricker Limited was founded in 1829 by Joseph Tricker (1810 -1879). A reputation for outstanding manufacturing quality and durability established Tricker’s as the maker of choice for heavy country boots and shoes to farm and estate owners and the landed gentry. Joseph Tricker’s uncompromising standards of craftsmanship and use of honest materials selected for durability and strength, are values that have been preserved and developed through five generations and are observed as resolutely today as they were in 1829. While Tricker’s country shoes and boots and their distinctive look are often imitated, they remain unrivalled in quality, personality and character. His Royal Highness, The Prince of Wales, confirmed this position in 1989 when he awarded Tricker’s his Royal Warrant.

For more information: www.trickers.com

About Melchers

The Melchers China organization is a member of the globally operating Melchers Group. Headquartered in Bremen, Germany, C. Melchers GmbH & Co. KG is privately-owned and was founded by Carl Melchers (1781-1854) and Carl Focke in 1806. Establishing its first Asian branch in 1866 in Hong Kong, the company is engaged in doing business in Asia ever since. Melchers is a global company with a wide range of services and with trading know-how in diverse areas of business. The services cover the entire value chain – from product development and manufacture through sales and retailing to marketing and after-sales service. Other areas of business include importing and exporting to and from Asia and internal trading within Asia. The company’s success is based on more than two centuries of experience – including 150 years of trading with Asia – and a flexibly organised global network.

The demand for luxury goods on the Chinese market has been increasing with its economic growth. Melchers’ longstanding experience and knowledge on the Chinese retail landscape, deep understanding of local customer behaviour and well-established distribution network enables the company to offer tailored, and brand-oriented market approaches for its partners.

For more information: www.melchers-china.com  

About Northampton

Northampton, situated in the heart of England, is a town renowned for its shoe industry – the history of which goes back hundreds of years. By 1642, the reputation of Northampton town had grown so much that 13 shoemakers were commissioned to produce 600 pairs of boots and 4000 pairs of shoes for England’s army. The order was fulfilled, and it was now known that the town possessed the ability to produce footwear on a large scale. The industry continued to flourish, and demand for Northampton shoes became so strong that by the year 1841 there were 1,821 shoemakers in the town. Tricker’s are proud to still be making footwear in Northampton, and its reputation as the home for fine welted footwear is now globally recognised.

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