Next Buys Shoe Chain Russell & Bromley, but 33 Stores Face Closure Risk

British fashion retailer Next has acquired the upmarket shoe chain Russell & Bromley, a move that signals both confidence in the brand’s long-term value and fresh uncertainty for parts of the UK high street. While the takeover secures the future of a well-known footwear name, it also places 33 Russell & Bromley stores at risk, raising concerns for employees and town centres already under pressure.

The acquisition reflects wider changes in UK retail, where established brands are increasingly being absorbed by larger groups seeking scale, digital strength, and operational efficiencies.

Who Are Russell & Bromley?

Founded in 1880, Russell & Bromley is one of Britain’s most recognisable premium footwear brands. Known for its leather shoes, boots, and accessories, the company has traditionally targeted affluent shoppers and has maintained a strong presence in high-end shopping locations.

Despite its strong brand identity, Russell & Bromley has faced the same challenges as many traditional retailers: rising rents, higher wage costs, and a shift toward online shopping. These pressures made the business vulnerable, paving the way for acquisition.

Why Next Made the Purchase

Next has spent the past decade transforming itself from a traditional clothing retailer into a retail platform and brand partner. Through acquisitions and partnerships, it now manages online operations, logistics, and sometimes stores for multiple fashion brands.

By acquiring Russell & Bromley, Next gains:

A respected premium footwear brand

Access to loyal, high-spending customers

Opportunities to expand online sales using Next’s digital infrastructure

The move fits neatly into Next’s broader strategy of buying brands with strong heritage but weakened balance sheets.

What Happens to the Stores?

The most concerning aspect of the deal is the fate of 33 Russell & Bromley shops, which have been identified as potentially unviable under the new ownership structure. While no final decisions have been announced, these stores could face closure or relocation.

Next has indicated that it will review store performance carefully, focusing on profitability rather than brand presence alone. This reflects a wider retail trend: fewer physical shops, but better-performing ones.

For employees, this creates uncertainty, particularly in towns where Russell & Bromley stores are anchor tenants.

Impact on Jobs and the High Street

Store closures, if confirmed, would inevitably lead to job losses, adding to the strain on the UK retail workforce. The high street has already been hit by:

Reduced footfall

Increased online competition

Rising operating costs

Local economies could feel the impact, especially in smaller towns where premium retailers attract other businesses and shoppers.

However, Next has a record of redeploying staff where possible, and some roles may shift into logistics, online fulfilment, or remaining stores.

The Growing Power of Next in UK Retail

This acquisition further cements Next’s position as one of the UK’s most influential retail groups. Unlike many rivals, Next has:

A profitable online operation

Advanced logistics and warehousing

Strong cash flow

Rather than expanding aggressively with new stores, Next focuses on efficiency and integration, allowing acquired brands to survive in a changing market.

For Russell & Bromley, joining Next may provide stability that would be difficult to achieve independently.

Consumers: What Will Change?

For customers, the brand itself is expected to remain largely unchanged. Russell & Bromley will likely continue to:

Sell premium footwear

Target a similar customer demographic

Maintain its design identity

However, shoppers may notice:

Improved online shopping experience

Integration with Next’s website or delivery network

Fewer physical stores, especially outside major cities

Prices are not expected to fall significantly, as the brand relies on its premium positioning.

A Sign of Wider Retail Consolidation

The deal highlights a broader trend of consolidation in UK retail, where stronger players absorb weaker ones. Rising costs and changing consumer habits have made it difficult for mid-sized brands to survive alone.

Retail experts say this pattern is likely to continue, with more brands choosing partnerships or takeovers rather than risking collapse. For some, being acquired is the only realistic path forward.

What Comes Next for Russell & Bromley?

Under Next’s ownership, Russell & Bromley is expected to undergo a period of restructuring. This may include:

Store rationalisation

Greater focus on e-commerce

Supply chain optimisation

If successful, the brand could emerge leaner and more resilient, though with a smaller physical footprint.

The coming months will be critical, particularly for staff and communities affected by potential store closures.

Conclusion: Stability with a Cost

Next’s purchase of Russell & Bromley offers security for the brand, but not without trade-offs. While the acquisition may preserve the company’s future, it also underlines the harsh reality