Sky’s the limit for Gluv
Published: 15 April, 2007
GLUV is hitting new heights by marking the launch of its biggest ever spring and summer range with a link-up to one of the UK’s leading low-cost airlines, bmibaby.com In a novel initiative, the leading women’s comfort shoe brand is supplying shoes for all female cabin crew members who work for bmibaby, the airline with tiny fares.
Gluv and bmibaby are ideal partners for demonstrating the everyday comfort and support that is designed into every shoe.
The link-up comes as the manufacturers of Gluv, William Lamb Footwear, introduce an improved and expanded range on the back of increasingly-buoyant sales. There are also plans to introduce later this year an autumn/winter range for the first time on the back of this success.
Part of the new range – unveiled at the recent Moda Footwear Exhibition - will feature Gluv memory foam that harnesses the latest in pressure-sensitive technology to remember the shape of people’s feet. All feature leather uppers and linings, and flexible shockproof soles.
"Comfort, style and quality are the hallmarks of Gluv which make the range the perfect choice for busy, working people who are on their feet all day – and who better to benefit from these qualities that an airline’s cabin crew travelling at 30,000ft," said William Lamb’s sales director Chris Hargreaves. "They are the shoes your feet would choose."
As part of their shifts, bmibaby cabin crew work on average 12 hours a day, 4.5 days a week – and most of this time is spent on their feet, either on board the aircraft, or walking to and from the terminal building.
Mr Hargreaves added: "bmibaby cabin staff are really complimentary about the Gluv designs as they meet the stringent safety criteria regarding non-slip soles, and heel height and shape."
Kellie Joyce, head of cabin services, bmibaby, said: "Finding comfortable shoes that look stylish is a difficult task for any woman, but when they need to conform to a specific airline uniform criteria then the task is made even harder! bmibaby is pleased that William Lamb Footwear has been able to provide such a great solution.
"It’s an excellent product, and one that we will be proud to wear. The anti-slip sole is a huge bonus – and factor in the colour and comfort and it’s a winning combination for bmibaby ground staff and cabin crew who walk on average 6 miles each day."
Gluv is stepping up its marketing activities following the launch of the new season’s range. As well as teaming up with bmibaby, it is mounting a wide-ranging advertising and PR campaign, targeting the consumer press as well as bmibaby’s in-flight magazine Yeah Baby!
Visitors to this year’s show also had the opportunity of winning £200 worth of bmibaby flight credits as part of a series of prize draws held throughout all three days of the event.
Based in Wakefield, West Yorkshire, privately-owned William Lamb Footwear have been renowned shoe and boot makers since 1887 – some 15 years before the Wright brothers made their historic first air flight. Currently, they manufacture more than 10 million pairs of shoes each year, growing to become the UK's leading footwear distributor. It is a position the company has achieved by being at the forefront of footwear design and production.
William Lamb differs from other footwear manufacturers and distributors in a number of respects. Not withstanding the fact that it have been in business 120 years, it believes it has an ability to keep one eye on what the future holds for the market, while being able to quickly adapt to ever changing conditions.
The company is totally committed to managing the most effective and efficient supply line process - from initial concept to delivery of the finished product.
It has one of the largest design departments in the UK footwear industry with 20 full-time staff. Approximately 500 designs are produced a month - over 6000 a year. Some 1000 styles may be in production at any time.
Gluv is just one of its ranges designed with stylish looks and produced to the highest standards possible. bmibaby was launched in March 2002 and operates from four UK airport bases: Birmingham, Cardiff, East Midlands and Manchester. The airline has been going through a rapid expansion programme and now offers over 900 flights a week to 24 European destinations. Fares start from just £18.99 one way including taxes and charges.
Cabin crew members will begin wearing the new Gluv shoes from May, ahead of the busiest flying period of the year.
For more information, visit www.wlamb.co.uk or www.gluvfootwear.com or www.bmibaby.com . William Lamb Footwear, Stanley, Wakefield, West Yorkshire WF3 4AY. Tel: 01924 820282. E-mail firstname.lastname@example.org.