Dare to Stand Out
The London-based footwear and accessories company, Kurt Geiger, is powered by creativity and kindness. For over sixty years, their in-house design team has crafted statement styles that empower self-expression. In this interview, CEO Neil Clifford discusses the values of the brand, how they are reimagining their store portfolio and what lies ahead for the business.
Standing for kindness, creativity and London, Kurt Geiger’s values remain the heart of the brand today. Over the years, the company has evolved from a London-based footwear retailer to a truly global accessories driven lifestyle brand.
Today the US is their leading market, supported by strong international partnerships and an ever-growing global footprint. Their e-commerce channel has also seen significant growth and now accounts for half of their DTC sales.
“At Kurt Geiger, we are proud of our history, but we are not bound by it. Our legacy gives us a strong foundation, but it is our curiosity, creativity and constant evolution that keeps us looking forward,” explains Neil Clifford, CEO of Kurt Geiger. “We design with the belief that fashion should be exciting, empowering and accessible, you should not need to spend £2,000 on a handbag to feel fabulous. That sense of value is something our customers deeply appreciate and it is something we never compromise on.”
The company was born in London and it remains its heartbeat and where their spirit continues to thrive. The city’s energy runs through everything they do, from the boldness of their designs to the narratives they craft and the values they champion.
For its most recent collection, they have even woven in playful, literal nods to the city, with whimsical pieces like scotch egg and pigeon charms and intricately designed clutch bags. London’s irreverence and inclusivity are at the core of their brand culture, encouraging their community to express themselves boldly and without compromise.
Discussing the boundaries between physical and digital retail, Clifford comments that the business sees them not as separate entities, but as complementary elements of a unified customer experience. Their priority is to deliver a seamless, connected journey that meets customers wherever they are, whether browsing online or visiting one of their stores.
“We are continually reimagining the role of our physical spaces, not just as retail destinations, but as immersive brand experiences and community hubs. From hosting in-store events to providing education and training for our Business by Design Academy students, the purpose of our stores expands beyond traditional shopping.”
As for the digital side of retail, the company has made significant investments in its e-commerce platforms, focusing on speed, personalisation and inspiration. From AI-driven product recommendations to enhanced mobile experiences, they are constantly looking for ways to bring the creativity of their brand into the digital space.
With their stores being known for their distinctive aesthetic and atmosphere, Kurt Geiger’s philosophy is to create spaces that feel unintimidating – environments where people feel welcome, inspired and emotionally connected to the brand. Clifford highlights that they want their stores to feel like places of discovery, almost like a sweet shop for fashion, where customers can explore, dress-up and have fun shopping. With design elements such as floral prints and comfortable seating, the portfolio has been created to be warm, fun, unapologetically British and the physical embodiment of the brand’s personality and purpose.
As they expanded internationally, they leaned heavily into this Britishness as it is a key part of what sets them apart. Their London roots give them a unique identity and they are finding that global audiences are drawn to the bold, creative spirit that defines both the city and the brand.
In addition, cultural relevance has also been a major factor. Influential figures such as Kylie Jenner, Olivia Rodrigo, Jenna Ortega and Paris Hilton have helped bring Kurt Geiger into the global pop culture zeitgeist. This kind of visibility is priceless and builds awareness as well as reinforcing the company’s position at the intersection of fashion and individuality.
“International expansion has taught me invaluable lessons, it is certainly not simple and has not happened overnight,” Clifford comments. “We have faced our fair share of challenges along the way, but one of the most important take-aways has been the value of working with the right partners. The strength and alignment of those relationships are critical to sustainable growth.”
Looking ahead, the business aims to continue making a mark in North America. Since entering the market in 2017, they have built strong momentum and currently have six standalone stores and availability in 672 locations. But this is just the beginning. With the backing and expertise of the Steve Madden Group, they are ready to scale at pace and grow their footprint to 50 sites across the region.
“I’ve learnt that resilience, adaptability and staying calm under pressure are essential tools in navigating both crises and growth,” says Clifford as our time runs out. “From financial downturns to global expansion and now our integration into the Steve Madden Group, every chapter has demanded different things. But what has remained constant is the need to listen, stay curious and build the right team around you.”
