Huge footwear brand Hotter has appointed a new omni-channel director as part of an expansion plan.

Victoria Betts has been tasked with growing the Lancashire-based firm’s presence across all retail platforms.

With more than 16 years’ experience at key brands, including Shop Direct and Missguided, she will be responsible for creating a seamless shopping experience for Hotter’s customers across the UK, European and US markets.

"Hotter is a well-loved footwear brand, steeped in heritage and Britishness,” said Betts (pictured).

“It has a tremendous proposition and I am relishing the prospect of leading the customer agenda across the business to provide a seamless and exceptional experience to all our retail, direct and website customers.”

Hotter’s niche is in comfortable shoes for people aged 50-plus and has 76 stores in the UK as well as an international website and direct channels.

It is the UK's largest footwear manufacturer, according to the British Footwear Association.

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Adam Marsden has also joined the business, as head of wholesale, with the aim of quadrupling sales in that area.

“We are delighted to welcome Vicky and Adam to the Hotter team,” said Hotter CEO Sara Prowse.

“Vicky joins at a pivotal point in our brand’s story and her extensive experience of managing customers across different shopping channels and in different markets is the perfect fit for the next part of the Hotter journey.”

Hotter employs more than 1,400 people and has over a million customers in the UK and overseas.