British international shoe retailer Clarks was founded in 1825 by brothers Cyrus and James Clark in Somerset, where it still has its headquarters. The retailer operates over 1,300 stores in 90 markets worldwide. Clarks has operations in 15 countries to manage the production of 50 million pairs of shoes a year. Manufacturing takes places predominantly in China, Vietnam, Cambodia and India. The closure of a manufacturing plant in Somerset in 2019, less than two years after it opened, derailed its largescale return to “British made”. Clarks’ market share has come under pressure from increased competition from discounters and non-specialist fashion retailers. For this reason, the company identified a five-year turnaround strategy to 2023, which will drive growth in Asia, digital in all regions and reduce exposure to retail in the US and UK markets. Clarks has re-platformed its UK and European websites and reduced its CRM systems to one global system, in an attempt to create a single view of the customer.