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Dr. Martens is one of the most iconic, long-standing shoe brands out there, originally associated with sartorial choices of British subculture scenes like the Mods and later, punks. The recent years have seen a popularity revival for Dr. Martens, as seen in the revenue figures of the shoe retailer worldwide.

Wholesale and retail trade of Dr. Martens

Dr. Martens is a British brand by origin, but in 2014 the retailer was acquired by the investment company Permira. The brand’s products are sold both in retail and wholesale formats, although under the control of its new parents, Dr. Martens is expected to lean towards a more multi-channel, consumer-retail oriented approach. As of 2026, Dr. Martens’ revenue from wholesale was slightly more than retail, or direct-to-consumer, revenue. The revenue in 2026 was million GBP, showing a decline compared to previous years.

European fashionistas’ love for the Docs

The brand awareness of Dr. Martens expands across Europe, with a majority of German shoppers expressing their loyalty to the brand by making multiple consecutive purchases. Dr. Martens was loved by compatriots as well, with **** in five shoppers in the United Kingdom (UK) recognizing the brand immediately.