Type | Private Limited company |
---|---|
Industry | Consumer goods |
Founded | 1792 |
Headquarters | Norwich, England |
Area served | Worldwide |
Key people | James Smith (Founder) Hugo Adams (CEO) |
Products | Shoes |
Website | startriteshoes.com |
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]
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 [2] This royal warrant was withdrawn in 2003 on production being moved from the UK.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]
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