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The Dune London Story

"I liked the image of sand dunes constantly moving and changing their shape - much like fashion."

Daniel Rubin on the inspiration behind the Dune London name


Let's Step Back To The Beginning. . .

Born to generations of shoe manufacturers, our founder Daniel Rubin was destined to follow in their footsteps with a shoe empire of his own. In 1992 Dune London was born, beginning as a small concession store on London's iconic Oxford Street. The dream was simple - to create an affordable luxury footwear and accessories brand. Daniel understood from day one the importance of a perfect pair of shoes for the right occasion, and it's with this ethos that the brand has built its reputation and grown. As the name suggests, we also love London, our home. As the epicentre of fashion with its vibrant, diverse and creative energy, it's a city that constantly inspires us. Fast forward to today, and we now have over 350 store locations worldwide. We're London born, globally worn.

Your Shoes, Our Passion

Our founder, designers and buyers are all true specialists in footwear, and attention to detail is our mantra. We are passionate about our products and with over 120 processes going into the construction of a pair of shoes, we take enormous pleasure and pride in the journey.

It's the expert craftwork and meticulous detailing that says more about a shoe than a logo ever could. We're trend-led but believe in timeless appeal - it's simply in the confidence of wearing something 'just right' that works for only you.

Start With The Shoes

At Dune London we are the footwear specialists, but it's you that brings them to life. Smart boots that help sell yourself in an interview, sliders that sum up an idyllic holiday, trainers that keep up with you as life gathers pace, and biker boots that lead the way for new adventures.


Arriving in London from Lithuania, a skilled shoemaker and his three sons set up a humble workshop in Whitechapel

— 1976

Joining the family business is soon-to-be Dune Founder and Executive Chairman Daniel Rubin

— 1985

Daniel becomes one of the leading importers of footwear in the UK, distributing over 10 million pairs a year for the likes of Next and Marks & Spencer

— 1992

The Dune brand is born and Daniel launches in a concession on London's iconic Oxford Street

— 1993

The first stand-alone Dune store opens on the King's Road, London

— 1999

Dune launches its first men's collection

— 2001

International relationships are established with stores in Dubai and Abu Dhabi, marking the first step to becoming a global business

— 2005

We join the digital age with the launch of the first Dune website

— 2007

Dune receives the Drapers Footwear Award for Footwear Retailer of the Year for the first time (many more will follow!)

— 2009

Dune triples in size overnight following the acquisition of the Shoe Studio brand portfolio

— 2013

Dune rebrands as Dune London and global expansion continues

The brand enters new markets, opening stores in the Philippines and South Africa

— 2014

Our British flagship store opens in London's Marble Arch

Daniel wins the prestigious Lifetime Achievement Award and the Dune London brand is recognised as Multiple Footwear Retailer of the Year at the Drapers Footwear for a second time

— 2015

Dune London wins Drapers Multiple Footwear Retailer of the Year for a third time and for the second year running

— 2016

Dune London wins Drapers Multiple Footwear Retailer of the Year for a fourth time and the third year running (we're on a roll!)

HRH The Duchess Of Cambridge is unveiled as the cover star for British Vogue's centenary issue and as part of the 10-page shoot, Catherine wears a pair of fabulous knee-high Dune London boots

— 2017

Dune London hits a major milestone - its 25th anniversary - celebrating a quarter century of style

Game Of Thrones star Nathalie Emmanuel stars in our Spring/Summer campaign

Collaborations with fashion designers Rupert Sanderson and Kit Neale are launched

— 2018

Dune London launches its first Wedding Collection and it quickly becomes a jewel in the crown. It continues to this day and enjoys great success

The Loupe sandal becomes a huge hit with both customers and the fashion press, swiftly becoming the most searched for product on our website

Dune London opens an international flagship store in The Dubai Mall

In the UK, our first outlet stores open in Cheshire Oaks, O2 Greenwich and Kildare

Dune London wins Drapers Multiple Footwear Retailer of the Year for the fifth time

— 2019

Dune London revamps the Head Over Heels brand, celebrating with a VIP party in London

Bertie is also modernised with a brand new feel and collection

Dune London expands into Thailand and Malaysia. This brings our international presence to over 150 locations in 25 countries

— 2020

We mark the new year by launching our shiny new Dune London website with a focus on mobile commerce and editorial.

Several new UK stores are scheduled to open, including Milton Keynes, Guildford and London's Liverpool Street. Our outlet programme continues to expand with a new location in Springfields.

— 2023

The brand turns 30, and the celebrations begin!

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