Shoe care is no longer an afterthought. As consumers invest more in sneakers, leather boots, and statement footwear, brands are stepping up with solutions that go beyond polish and protection. From premium shoe care kits to digital tutorials on storage and protective sprays, the footwear retail industry is evolving from being just sellers to complete-service providers, increasing footwear longevity and giving support well beyond the point of sale.
IMAGES Business of Fashion lists 8 brands putting their best foot forward in the shoe care game.
India’s footwear and accessories industry is marching ahead with unprecedented momentum, emerging as a cornerstone of the country’s retail evolution. As the second-largest producer and consumer of footwear globally, India is not only catering to its vast domestic market but also becoming a strategic hub for international manufacturing and exports. Producing over 2.5 billion pairs annually and consuming approximately 2.6 billion pairs, the sector reflects the sheer scale of opportunity it offers across both ends of the value chain.
Woodland has enhanced its customer experience by providing detailed care tips with every product, including QR-based tutorials for easy access. With increasing awareness among leather shoe buyers, the brand has also partnered with leading German shoe care manufacturers—renowned for their high-quality chemical formulations—to offer premium shoe care kits and accessories.
Condor Footwear is incorporating shoe care tips on packaging and across digital content, particularly for its Labella and Insoft lines, which feature suede and fabric-based uppers. The brand also focuses on educating consumers about proper cleaning and storage practices to help extend the life of their footwear.
Rosso Brunello has observed a clear shift in consumer behavior, with growing attention to product longevity. The brand actively supports this trend by educating customers on shoe care through care cards, social media tutorials, and in-store conversations. Shoe maintenance is no longer treated as an afterthought but as an integral part of the purchase experience. Rosso Brunello is also exploring collaborations with premium shoe care brands to offer curated care kits and services. Additionally, the brand is working on establishing in-store conditioning and cleaning stations at flagship outlets as a value-added service. The broader vision is to evolve from being a footwear seller to becoming a full-service brand that supports the product lifecycle well beyond the point of sale.
Duke is reinforcing shoe care awareness by including maintenance tips through packaging inserts, digital content, and in-store messaging. The brand’s aim is to help customers extend the life of their footwear, thereby enhancing value and overall satisfaction. Duke is in talks with leading shoe care partners to launch co-branded cleaning kits and protective sprays. Plans are also underway to introduce DIY care kits and in-store service stations to make footwear care an integral part of the customer journey.
Rare’Z by Rare Rabbit is preparing to launch a dedicated line of shoe maintenance products in partnership with an industry collaborator. These offerings will be available both online and in select physical stores, where the brand also intends to offer shoe servicing options. The brand is actively planning strategic collaborations to introduce care solutions tailored to its material palette. These include exclusive products and in-store services, marking a natural extension of the brand’s focus on quality and customer experience.
Paragon has introduced shoe care kits across its Exclusive Brand Outlets (EBOs) to promote product longevity. While this trend is currently more pronounced in the premium segment, awareness is steadily growing in the value segment where the brand has a strong presence. To support this shift, Paragon is leveraging in-store communication and has begun offering shoe cleaning kits with select products and at specific EBOs. Additionally, the brand is in early discussions to establish dedicated in-store care corners at select outlets to further educate and assist consumers in long-term footwear maintenance.
Xtep India promotes long-term care by utilising packaging, well-informed store staff, and engaging digital content. The brand educates consumers on maintenance practices and product longevity, underscoring its belief that movement deserves durability. Xtep positions itself not just as a footwear brand but as a champion of a movement-driven lifestyle—removing friction and enabling momentum, from everyday wear to peak performance moments.
Yoho integrates footwear care guidance from the outset, incorporating maintenance tips into both its packaging and digital platforms. The brand also builds post-purchase journeys designed to help consumers extend product life. Yoho is currently exploring in-box additions like basic care tools and QR codes linking to how-to guides. Discussions are underway with potential partners to co-develop curated care kits, especially for high-use categories such as sneakers. Looking ahead, the brand may introduce its own branded care line to deliver a comprehensive Yoho experience even beyond the initial purchase.
