Children’s footwear brand Start-Rite has relaunched, replacing the famous Start-Rite twin’s logo which has been part of the brands identity for more than 80 years, updating their website, creating new point of sale material, re-categorising their product ranges and investing in new infrastructure.
This is all supported with a large-scale brand campaign where the company has invested close to £1m.
Ian Watson, CEO at Start-Rite has revealed how he was brought in to transform the 226-year-old brand’s fortunes in 2016 in a recent Drapers interview.
The company needed to be quicker, leaner and more nimble in everything they did, investing in new systems for enterprise resource planning; wholesale internet based ordering, accounting and full location based warehouse management adding to their existing suite of PrimaNet software.
“We’ve spent a lot of time improving our service levels. That’s one of the biggest areas that’ll improve the business, including the back-to-school period, which is getting more and more compressed,” surmises Watson. “Having better processes means we can forecast better, which means, hopefully, we’ve got fewer products that we have to discount. That will help profitability and our stockholding.”
The brand invested in consumer research and worked with experts in bio-mechanics, physiology and podiatry to develop the product ranges. Products are now categorised by three lifestyle ranges, rather than by gender. From autumn 18, they have defined the categories by their sole-tread patterns: “Classics” (retail prices from £39.99) focuses on its traditional styles; “Kicks” (from £29.99) is designed to transition “from classroom to playground”; and “Pioneers” (from £47.99) is it’s more “active” line.
It is also prioritising its first-walking and pre-school ranges which are being expanded by 40% for autumn 18.
Geographically, its focus for the next 12 to 18 months is on territories with expatriate communities, including new markets in Hong Kong and Dubai and around 50 wholesale accounts in France, Australia, Malta, Singapore and United Arab Emirates – with retailers such as Shoes & Sox in Australia and Sarenza in France.
In the UK, the brand is sold in 400 independent and multiple retail stores, including; John Lewis, Russell & Bromley and Trotters.
We love the new branding and wish the company every success!
To read the full Drapers interview, click on the following link: https://www.drapersonline.com/people/the-drapers-interview/turnaround-expert-kicks-off-start-rite-relaunch/7028683.article
Visit the rebranded website: https://www.startriteshoes.com/
To find out more about the Prima Solution partnership visit our customer page and download the Case Study: https://www.primasolutions.co.uk/customers/start-rite/
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