Start-rite

Last updated
Start-Rite
Company type Private Limited company
Industry Consumer goods
Founded1792
Headquarters Norwich, England
Area served
Worldwide
Key people
James Smith (Founder)
Hugo Adams (CEO)
Products Shoes
Website startriteshoes.com
T-bar sandals from Sonnet (Start-Rite Shoes' subsidiary in the United States), dating from approximately 2000. Sonnet Charlotte.JPG
T-bar sandals from Sonnet (Start-Rite Shoes' subsidiary in the United States), dating from approximately 2000.

Start-rite is a brand of children's shoes. The shoemaker, purportedly Britain's oldest and one of the first manufacturers in Norfolk, [1] was established in 1792 in Norwich, England, by James Smith. [2] [3] His grandson, James Southall, gave the firm its current name; it rose in prominence during the 20th century thanks in part to an iconic poster, reading Children's shoes have far to go, [2] which was displayed on the London Underground for 20 years from 1947. [4] Controversy exists around the origins of the image in this poster. It has been attributed to artists Andy Wood, [5] William Grimmond, Joe Wilkinson of Stanley Studios, Susan Pearce, Nancy Gardner [6] and to the company's own advertising agent. [2]

Contents

Royal warrant

In 1955 Start-rite was granted a royal warrant by Queen Elizabeth II to supply footwear for the young Prince Charles, Princess Anne, Prince Andrew and Prince Edward. [7] The company was granted a second royal warrant in 1989 by the Prince of Wales to supply children's footwear for Prince William and Prince Harry. [2] This royal warrant was withdrawn in 2003 on production being moved from the UK. [2] In 2016 Prince George was pictured wearing Start-rite shoes in an official portrait taken to commemorate the 90th birthday of the Queen. [8]

In 2003 the company ceased production in the UK, outsourcing its operations to India [1] and Portugal. [2] The cost cutting move came amid a £600,000 annual loss, which the company reversed the following year to turn a £1.5 million profit. Sales further increased by 20% to 2007. [9]

The company focuses on correctly fitting shoes to children's feet, and was the first to introduce variable width fittings for children's shoes. [2] [9] It once maintained concession stores in the now-defunct children's clothing retailer Adams. [10]

References

  1. 1 2 "Start-rite ends UK production". BBC. 25 September 2003. Retrieved 23 September 2009.
  2. 1 2 3 4 5 6 7 Barrow, Becky (14 July 2003). "Start-Rite toddles off to India to cut costs". The Daily Telegraph. Retrieved 23 September 2009.
  3. ↑ "About us" page on the company's website
  4. ↑ Windsor, John (8 August 1992). "In the footsteps of the Start-rite twins" . The Independent. Archived from the original on 2022-05-24. Retrieved 23 September 2009.
  5. ↑ Start-rite logo
  6. ↑ "Designer of Start-Rite logo celebrates 100th birthday at Leamington care home". www.leamingtoncourier.co.uk. Retrieved 2021-08-23.
  7. ↑ "Start-Rite Shoes - Our History" . Retrieved 2016-08-15.
  8. ↑ Clack, Erin E. (2016-04-20). "Prince George Wears Favorite Start-rite Shoes For Queen's 90th Birthday Photos" . Retrieved 2016-08-15.
  9. 1 2 Jackson, Laura (27 May 2007). "The Rite stuff". Drapers magazine. Retrieved 23 September 2009.
  10. ↑ "UK: Adams Steps Into Start-Rite Children's Shoe Business". Just Style. 21 February 2001.
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