Case Study | Dr. Martens - From Subculture Symbol to Scaled Footwear Giant

Dr. Martens started as a working-class boot and became a global symbol of rebellion — worn by punks, rockers, and subcultures across decades. But today, it’s a publicly traded brand, scaled through private equity-backed expansion, international store rollouts, and hype-driven drops.

In this episode of When Growth Goes Too Far, we explore how Dr. Martens achieved financial success under Permira and through its IPO — but also how scaling a subcultural icon can create tension between cultural authenticity and commercial performance.

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