Brand Story | Tricker’s: A Legacy of Nearly Two Centuries of British Craftsmanship, Handmade Excellence Preserves Classics, Artistry Redefines Luxury
Tricker’s, a classic footwear brand originating from Northampton, England, has been integrating the craftsman’s pursuit of artistry, enduring quality, and understated elegance into every pair of shoes since its establishment in 1829. It has become a paragon of Goodyear Welted construction and one of the iconic British handmade footwear brands.
As global markets increasingly value classic craftsmanship and sustainable consumption, brands with profound heritage like Tricker’s are experiencing a resurgence. Through its unwavering commitment to craftsmanship, this nearly two-century-old brand has become a symbol of gentlemanly style and lasting value.
In 2020, the Melchers Group officially became Tricker’s strategic partner in China, responsible for the promotion and sales of Tricker’s products in the Chinese market. Since establishing a branch in Hong Kong in 1866, Melchers has leveraged its expertise in international trade and local experience in China to provide tailor-made market solutions for its partners, creating sustainable business value.
Highlights of the Partnership
From the outset of the collaboration, Melchers developed a systematic long-term growth plan for Tricker’s based on insights into the Chinese market. This included comprehensive strategies for brand positioning, channel development, and consumer engagement, steadily strengthening its foundation of recognition in China.
Building on this solid foundation, Melchers has further elevated the brand’s influence in recent years through notable platforms and events. One of its key strategic initiatives was successfully facilitating this British brand’s appearance at the China International Consumer Products Expo (CICPE) for two consecutive years. Showcasing at this top-tier platform, which gathers over 4,100 global brands and attracts attention from political and business leaders worldwide, signifies Tricker’s high recognition as a premium brand in China’s mainstream consumer market.
China International Consumer Products Expo (CICPE), commonly referred to as the Consumer Expo: Co-hosted by the Ministry of Commerce and the People’s Government of Hainan Province, it is China’s first national-level exhibition focused on consumer goods and the largest consumer products exhibition in the Asia-Pacific region. (Source: CICPE official website)
Additionally, Melchers has actively expanded Tricker’s reach within targeted circles. This includes facilitating cross-industry collaborations with renowned partners such as the British fabric trio Holland & Sherry, celebrated fashion illustrator Mr. Slowboy, premium British tableware brand Denby, and German plush toy brand Steiff. The brand has also participated in lifestyle exhibitions targeting high-end consumers, such as the LP Show, the Tigerhood-organized Tigerhood Outdoor Festival, and the Warm East Tigerhood Town.
These events typically have strict selection criteria for brand tonality and market reputation. Invitations from offline event organizers reflect the recognition and reputation that Melchers has helped Tricker’s build in the domestic market, which continues to grow steadily. Through comprehensive support, Melchers not only connects with quality-conscious Chinese consumers but also deepens the emotional bond between the brand and the market, showcasing its commitment to long-term partnerships and capabilities of professional operation.
Image source: Lian Pingchang
Notably, to provide Chinese consumers with factory-standard care, Melchers fully supported Tricker’s in establishing an official authorized after-sales service center in Shanghai in 2021. This made Tricker’s one of the few handmade footwear brands to offer such services in China. This initiative addresses previous pain points, such as lengthy cross-border repair cycles and inconvenient communication, while translating the brand’s long-term philosophy into tangible and reliable services.
The collaboration between the two parties is dedicated to introducing Tricker’s classic footwear, sustainable fashion philosophy, and the craftsmanship behind it to China. What they present is not fleeting trendy items but an enduring classic style and wearing experience.
About Tricker’s Products
Tricker’s products are categorized based on different lifestyle scenarios and style preferences: The Country Collection, represented by classic brogue styles such as Stow and Bourton, embodies the brand’s innate pragmatism and rugged elegance. Suitable for various occasions, it interprets the calm demeanor refined from British rural life. The Urban Collection, represented by the cap-toe Oxford Regent and penny loafer James Penny, exudes minimalist refinement and clean lines, making it ideal for business and formal settings while showcasing a composed gentlemanly charm in every detail.
Despite their varied applications, all collections adhere to the same rigorous craftsmanship standard—the handmade Goodyear Welted construction. This technique securely stitches the upper, insole, and outsole with a durable leather welt, not only ensuring exceptional durability but also allowing the sole to gradually mold to the wearer’s footsteps, becoming more comfortable over time. Moreover, each part of the shoe is repairable or replaceable, promoting a “repair over replace” approach. This truly embodies the sustainable philosophy of “buy less, buy better,” transforming long-term value into a tangible experience.
The Chinese market’s growing demand for high-quality, story-rich, and craftsmanship-embedded consumer goods presents new opportunities for classic brands. As consumers increasingly prioritize personalized expression and sustainable lifestyles, Tricker’s dedication to craftsmanship, durability, and maintainability resonates deeply with market trends.
From the workshops of Northampton to the service center in Shanghai, Tricker’s century-old legacy continues to unfold. As the storyteller and guardian of this journey, Melchers is committed to bringing the timeless British craftsmanship and the philosophy of lifelong footwear to more Chinese consumers.
