Comfort is the new luxury, and Clarks is betting big on it. The iconic British footwear brand is taking a bold step forward with its Cloudsteppers line, announcing plans to open dedicated concept stores across Southeast Asia and the United States. But here’s where it gets exciting: this isn’t just about shoes anymore. Clarks is transforming Cloudsteppers into a full-fledged lifestyle brand, and the move is sparking both excitement and questions about its future direction.
In a strategic push to dominate the comfort market, Clarks will launch three Cloudsteppers concept stores in 2025, starting with Shah Alam and Kuala Lumpur in Malaysia this month, followed by La Palmera Mall in Corpus Christi, Texas, in December. This is just the beginning—by 2026, the brand plans to expand to over 10 additional locations across Asia and the U.S. But here’s where it gets controversial: as Clarks ventures beyond footwear into apparel, will it dilute its heritage as a shoe expert, or will it successfully redefine what it means to be a comfort-focused lifestyle brand?
The expansion comes on the heels of Clarks’ impressive global growth, fueled by retail and digital partnerships with giants like Shein, Target, Walmart, and TikTok Shop. The new stores will be designed as ‘calm, welcoming spaces,’ inviting customers to explore Cloudsteppers’ signature breathable, ultra-light sneakers, sandals, and laid-back boots. And this is the part most people miss: these stores won’t just sell shoes. They’ll introduce casual lifestyle essentials like t-shirts, hoodies, socks, caps, and bags—all crafted with soft-touch fabrics and relaxed silhouettes that mirror the brand’s comfort ethos.
By 2026, Cloudsteppers will evolve even further, adding athleisure staples like leggings and windbreaker jackets to its lineup. Historically focused on women’s footwear, the brand is also diversifying with menswear and accessories launching in 2025, followed by men’s shoes in January 2026. Raymond Chew, Clarks’ general manager for Southeast Asia, believes the region’s warm climate and love for comfort-led fashion make it the perfect market for this expansion. ‘This store brings a modern, relaxed, and truly lifestyle-oriented approach,’ he said.
Peter Quirke, vice president of retail for Clarks Americas, emphasized the brand’s ‘obsession’ with comfort technology. ‘We’ve spent decades perfecting cushioning and ultra-lightweight innovation,’ he noted. ‘Now, we’re making that comfort more accessible than ever through these new retail environments and expanded ranges.’
But here’s the question we’re all thinking: Can Clarks successfully transition from a footwear giant to a lifestyle brand without losing its identity? As Cloudsteppers steps into uncharted territory, the brand’s ability to balance tradition and innovation will be put to the test. What do you think? Is this a brilliant move or a risky gamble? Let us know in the comments below!
