From its name, you’d be forgiven for thinking it is one of the many adult sites that are widespread on the internet. Actually it sells shoes for the “active over-50s” market.

Run by Hotter Comfort Concept, the site complements its other channels – a 100-seat call centre, five branded stores and 300 independent retailers.

It might not sound like a hot retailer, but it sells 1.3 million pairs of shoes a year, and its customers are vocal about their love of its products on the site. Marketing director Lisa McCarten says customer reviews are providing “a powerhouse of support for our brand”. has invested in a replacement ecommerce platform from Salmon this year, which it expects to allow it to double online sales within three years. The results of the relaunch so far are impressive – it is receiving three times more visitors compared with last year and they are spending 60% more time on the site.