Ettinger Luxury Brand Resists Automation Amid UK Labor Shortage
Luxury leather brand Ettinger reports sales growth through hand-crafted production while struggling to find skilled young workers to expand its Walsall factory.
Ettinger, a British luxury leather goods brand founded in 1934, is experiencing growth in online and domestic sales despite a long-term decline in the broader UK leather industry. The company has seen online sales rise by 30% and UK sales by 20%, a trend driven by younger consumers prioritizing durable and repairable products.
Chief Executive Robert Ettinger maintains a strict commitment to hand-made production at the company's factory in Walsall, West Midlands. He argues that refusing to automate with robots distinguishes the brand from mass-market competitors and other high-end labels. This artisanal approach is intended to protect the brand from price-driven competition associated with mass-produced imports from the Far East.
Despite this commercial success, the company faces significant operational hurdles. The UK leather industry has seen employment plummet from 37,000 to 7,000 over the last 30 years, leaving a void of skilled labor. Ettinger reports a shortage of young workers and a lack of comprehensive apprenticeship systems compared to those available in mainland Europe, which currently limits the brand's ability to expand production.
