Is Russell & Bromley out of step with the times?

The shoe retailer Russell and Bromley has been bought by Next, following a period in administration. The business is over 150 years old, having started in 1873, but now joins other brands in a familiar path to largely disappearing off the high street.

30-year TGI data held within AMSR illustrate its decline in recent times. The female market has long been key for Russell and Bromley, but the number of women buying its shoes halved between 2002 to 2022, dropping from 497,000 to 239,000:

Always an upmarket brand, Russell and Bromley’s social grade profile remained constant throughout this 30-year period: around 75% of its shoppers came from the ABC1 market. However a change in its age profile is evident, implying a cohort effect:

In the 1990s shoppers aged 15-34 formed almost half of Russell and Bromley buyers. By the 2000s the dominant group was 35-54 year-olds – representing fully 50% by 2007. More recently shoppers aged 55+ have grown in proportion. This suggests that loyal buyers have stayed with the brand as time has passed over the years – but not to an extent that compensates for the drop-off among younger age groups.

Next clearly sees potential, stating that it has secured “the future of a much-loved British footwear brand”. It will hope to build on Russell and Bromley’s long legacy; those who swear by its shoes will be wishing it every success.

Source:

TGI (Target Group Index) is a continuous survey which has been carried out in Great Britain since 1969, based on 25,000 adults per annum, who provide information on their use of all major products, brands and services. Media exposure, attitudinal and demographic data are also included. Kantar, who own and operate TGI, have made major donations of data to AMSR. To explore the TGI archive within AMSR, click here:
Target Group Index – The AMSR Online Archive (oclc.org)

Contributed by Geoff Wicken
Date posted: 18th March 2026

Photo: Olesea Vetrila / Shutterstock.com