Northampton footwear brand Tricker’s has signed an exclusive distribution partnership with Melchers China to develop the brand in mainland China and Hong Kong.

Through the trade partnership, Tricker’s and Melchers China will develop a multi-channel distribution business, including a dedicated website and WeChat shop, along with wholesale distribution and traditional retail.

The plan Tricker’s explains will allow it to create both digital and physical retail spaces for its customers in China and Hong Kong to buy its full range of products, as well as learn about the company’s Northampton history.

Anton Melchers, chief executive of Melchers China, added: “Chinese shoppers account for more than a third of the global luxury consumption today. Luxury consumption is highly influenced by domestic online touchpoints, with Chinese consumers preferring a highly curated, personalised social experience. The sophisticated consumers are looking for authentic brands with a unique history and positioning. Tricker’s shoes are known for their high craftsmanship, comfort, individuality, and premium quality.

Tricker’s is the longest established shoemaker in England, founded in 1829 by Joseph Tricker. The Northampton-based footwear brand has a reputation for outstanding manufacturing quality and durability for heavy country boots and shoes. In 1989, His Royal Highness, The Prince of Wales, awarded Tricker’s his Royal Warrant.