Lex Styles Magazine Interview

This week, we are thrilled to share our interview with Keith Moffitt, co-owner of Carl Scarpa—a legacy fashion brand headquartered in Dublin, Ireland.

In recent years, the Western European retail market has faced challenges, particularly following the United Kingdom’s departure from the European Union in January 2020. Brexit introduced new tariffs and trade barriers that have slowed momentum across the fashion and retail industries in both the UK and Ireland. As a brand with over fifty years of history, Carl Scarpa has felt these impacts firsthand, especially since a significant portion of their customer base resides in Ireland and the UK. Despite these challenges, the brand continues to serve a global audience through its online platform.

Keith’s entrepreneurial spirit is deeply rooted in family legacy. His great-uncle, Jack Fraser, was a pioneering Irish entrepreneur who emigrated to Canada and built a successful chain of retail stores across the Greater Toronto Area. Known for his flair in marketing and public relations, Jack was an instinctive innovator. He famously had his staff page him over hotel intercom systems to spark curiosity and conversation. Instead of relying on traditional newspaper ads—which he believed were oversaturated—Jack invested in high-profile purchases like pedigree cattle at auctions. These bold moves generated widespread media coverage, placing the “Jack Fraser” name front and centre in print headlines.

Where does the name Carl Scarpa come from?

“Carlo Scarpa” was perhaps one of the most important architects of the twentieth century. His cousin, the founder of our company, Carl Scarpa, undoubtedly carried many of his creative genes. ‘Carl Scarpa’ has been selling high-fashion Italian shoes to the public since 1974. Our reputation is founded on high-quality, beautiful shoes.

How do you project your product’s trends year over year?

Our buying team is very passionate about what they do. They literally ‘live the business’ and never stop looking. We also subscribe to a couple of commercial trend forecasting providers.

How do you see yourself in Ireland and the UK’s brand ecosystem?

Having been in existence for over fifty years, we have built a strong following of loyal customers. To enlightened, style-conscious ladies, Carl Scarpa is the shoe brand with a quality boutique offering that is authentic but different.

Where are you currently distributed?

We have eighteen doors across Ireland and the UK, plus our web-shop. More recently, we have started wholesaling to a small number of quality independent shoe retailers in Ireland. This is something we are very excited about, and we will look to expand this further.

What do you look for when hiring talent?

It is all about attitude. This is something that someone inherently has; it cannot be trained, and it cannot be bought. If someone has the right attitude, they are ninety percent there!

Where do you see the brand going these days, moving forward?

We must always carefully nurture and protect the heritage and proposition of our brand. Meanwhile, simultaneously driving trial and repeat purchases to an increasing customer base.

How do you integrate AI throughout your business operations?

We fully recognise the pivotal role AI is playing, and will increasingly play in shaping the future of retail and customer experience.

One area we’re actively exploring is AI-driven 3D modelling of our footwear. This would allow us to complement our traditional e-commerce imagery with an interactive 3D file. Customers will be enabled to zoom in, rotate, and examine every detail of the shoe from all angles.

Most excitingly, this technology opens the door to a virtual try-on experience. Customers will scan a QR code, launch their smartphone camera, and see the shoes appear on their feet in real time. A powerful blend of innovation and immersion that brings the in-store experience directly into the digital space.

How do you execute the majority of your brand’s marketing?

The vast majority is done online, whether it be through our customer database, SEO, paid search, or social media.

We are traditional retailers at heart and always conscious that our business starts and finishes with the customer. One could argue that every customer we greet with a smile, how our shops are presented, and the integrity of our product are all an integral part of ‘Carl Scarpa’.

How was Carl Scarpa impacted by Brexit?

The effects of Brexit are still being felt. Fashion retailing in the UK has generally been tricky in recent times. As a business, we try not to dwell on events and happenings over which we have no control. Instead, we focus on running our business in the best way we can.

Who are Carl Scarpa’s current brand ambassadors?

We have been supporting Susie Berry, an Irish Eventing Rider, for several years now. Susie competed in the 2022 World Championships Eventing in Italy and the 2023 European Eventing Championships. We are very proud to be associated with such a talented rider, and we believe she has a bright future.

How many products/seasonal collections do you launch every year?

We have two main seasonal collections: ‘Spring Summer’ and ‘Autumn Winter’. We also add a small number of new pieces in line with the latest trends and reactions during the season.

Who is your brand’s target consumer(s)?

To enlightened, style-conscious ladies. ‘Carl Scarpa’ is the shoe brand with a quality boutique offering that is authentic but different.

When and why did Carl Scarpa halt serving male consumers?

We have never really sold men’s shoes. Selling ladies’ shoes versus men’s shoes is like comparing Venus and Mars. They are different businesses. The customer value systems, buying motivation, and decision-making process are completely different. We want to focus totally on ladies’ shoes and do not see this changing.

How is the brand’s identity rooted in or connected to equestrian pursuits?

We would not fully agree that our brand identity is rooted in equestrian pursuits. It is more that we are comfortable bedfellows. The brand values of Carl Scarpa resonate with the profile of people attending equestrian events. These customers are generally discerning, sophisticated shoppers of means who recognise and are prepared to pay for individual style and quality.

What is your brand’s presence at the Dublin Horse Show?

For many years, we were delighted to sell our shoes at the Dublin Horse Show. Last year, due to a clash of dates with other international events, we decided to take a break from it. We do hope to return next year. It is a wonderful event, just a short walk from Dublin City Centre. Equestrian enthusiasts travel from all over Ireland to be part of it.