In the following Fireside Chat Tara Alhadeff from Permira asks Wilson: "How digital minded is the company?" 
His answer: "We do really well on social media." Over 17% of consumers engage with the brand online – compared to competitors like Vans with 11% or Converse with 9% these numbers really stand out.
"But in e-commerce we probably are a little bit behind. Also in tech we are catching up and have just recently installed order-in-store." To further speed things up, Dr. Mortens has just recently hired a CDO. „I think we are on the journey to become a digital company.“

Paul Knecht & Dr. Diana Mantel

Dr. Martens - many people wore these shoes when they were younger. Kenny Wilson, CEO of Dr. Martens, wants to move the company forward to a digital world: "What makes Dr. Martens unique is our history - the boot made 1960 was made perfectly and is still perfect. And our brand is all about individual and rebellious expression."

Starting off as a manufacturer company, the journey is now going to a consumer first company. The company is growing very well and has built a global footprint: with 45% percent sales in Europa,  USA (34%) and Asia (21%) are not far behind. 

Dr. Diana Mantel