Dr. Martens returns to the country: it will open a store in Palermo and bets on the long term

The iconic British brand Dr. Martens, famous for its rebellious boots and working-class heritage, will return to Argentina in July with the opening of a new store in Palermo Soho, marking its comeback to the country after closing operations in 2022.  The reopening occurs in a more favorable economic context for foreign trade.

With an initial investment of 400,000 dollars, the store will be located on El Salvador Street and will offer classic models like 1460, Jadon, Sinclair, and Chelsea Boots, as well as new arrivals. According to Joaquín Gotlib, the brand's official distributor, who told Infobae, the prices will be competitive compared to the international market and there will be the possibility of offering interest-free installments with a card.

Future expansion and online channel

Dr. Martens's plan is not limited to a single point of sale.  In 2026, the company plans to open a second store in a Buenos Aires shopping mall, and it will also develop an ecommerce channel to reach consumers throughout the country. Meanwhile, it will continue operating in the wholesale segment, supplying chains like Grimoldi, Cristóbal Colón, and Red Market.

Gotlib explained that, in the previous stage,  the brand was in the country for eight years but had to withdraw due to import restrictions.

"We worked day by day without knowing when we were going to have merchandise, and the demand was always strong," he noted.

At that time, Dr. Martens had stores in Unicenter, Alto Palermo, Alcorta, and a flagship also on El Salvador Street. It also sold through electronic commerce.

A new scenario for international retail

The return occurs within the framework of a more open foreign trade policy, with  a reduction in tariffs from 35% to 20%, a measure promoted by the Government to encourage competition and lower local prices. "This new context creates the conditions to bet on the Argentine market again," Gotlib stated.

Regarding potential local production, the businessman ruled out that possibility: "The technology to manufacture the boots as they are made today abroad is not available, and the brand wouldn't allow it either."

History of a brand with identity

Founded in 1947 in England, Dr. Martens began as work footwear, used by workers, police officers, and postmen. Over time, it became a symbol of urban subcultures like skinheads, punks, and goths, and was popularized by musicians like Kurt Cobain, Joe Strummer, and Pete Townshend.

Despite facing a sales decline in the 2000s—which led to the closure of factories in the United Kingdom and the relocation of production to Asia—the brand managed to reinvent itself. In 2013, it was acquired by the Permira fund and, in 2021, debuted on the London Stock Exchange, reaching an initial valuation of 3.7 billion pounds.