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When two brothers, Derek and Keith started selling shoes from market stalls 35 years ago, not many people could have foreseen the huge success they would enjoy. 35 years later Footwear Today went to talk to the two people behind The West Midland Shoe Company to find out the story behind this hugely successful business.
Q - When and how did The West Midland Shoe Company start?
A - The West Midland Shoe Company started in 1973 by two brothers Keith and Derek Williamson.
Q - How has the company grown and developed over the years?
A - Briefly. The company has grown out of all recognition from its very humble beginnings. Originally for the first two years the two brothers traded from local market stalls and "Party Plan" sales in peoples homes or Church Halls. After this first couple of years a Shop was purchased in the home town of Cheadle. This was an immediate success, a self service selling plan was introduced, quite revolutionary in it's day, and the public loved it ! After a very short time a staff of seven were required on Fridays and Saturdays to simply keep the shelves full. A second shop was opened in Stoke on Trent the following year. A plan was then devised to open a further 8 shops over the next few years and a warehouse was built to use has a distribution hub for the shops. To make use of the warehouse in the early years , before the other shops were opened, a "cash and carry" operation was started for other local shops. The two brothers were again amazed by the almost immediate success of this operation. This success was so great that the shop opening plan was scrapped , the shops sold off and a proper Wholesale operation was started. After a few years the Company started to develop it's own brands, first came "Country Jack." followed by "Capollini", "C/J,s" and "Adesso". The agency for the "Softwave" brand was also acquired. Two years ago the Company moved out of the original warehouse, that had been doubled in size over the years, to a new custom built,27,000 square foot distribution center complete with offices and showrooms. The company now supplies it's brands, with a sales force of 10, into well over 1000 outlets throughout the UK and Ireland.
Q - How do you select the brands of footwear that you work with and how closely do you work with them?
A - Footwear for the brands is almost entirely sourced in Europe, Country Jack is all manufactured in Italy, Softwaves in Portugal, Capollini entirely Spanish and Italian. Only the C/J and Adesso ranges have a small element of Brazilian and Far eastern manufacture.
The Company works exceptionally close to it's manufacturing base and has complete control and say of what styles go to make up the ranges. The company has designers in Italy, Spain and Portugal.
Q - Over the years what has been the most successful addition to the West Midland Shoe stable?
A - Possibly the most successful addition to the company was the introduction of the "Country Jack" brand. This brand opened up many doors throughout the UK, not only into the independent sector but most importantly with High Street multiples and mail order.
Q - How has the UK market changed over the last 15 years and how has this affected you and the company?
A - The market place has changed for the company over the years, there are definitely fewer independents around than there were 10 years ago, but because the company works so well with the multiple sector, turnover has only continued to grow.
Q - Have the type of retailers you supply changed over the years?
A - The types of retailer we supply changes with the brand. Country Jack and C/J's tend to be supplied to Independent and Multiple retailers, while the more expensive brands of Capollini and Adesso attract Boutique and clothing retailers who are looking for something different and for that special occasion. The mix of the brands work very well allowing the company to target many different markets.
Q - The company has obviously expanded massively over the years. What plans do you have for the future?
A - The company has expanded massively over the years, and now after a period of consolidation after the move to the new distribution center, we are now looking to expand again. In September of this year the start of the second generation of the family is poised to join the business. Hopefully bringing fresh ideas and youthful enthusiasm to an existing, very successful and financially very sound base.
Q - Looking back would you change anything?
A - Looking back, I don't really think that we would change a lot of what has happened. To be honest the years have gone so quickly that it seems almost incredible that the company is now entering it's thirty fifth year !!
Q - What do you think is the secret behind your success?
A - Secret of success... Hard Work!! and the ability to change and adapt to an ever changing market place. There is the old saying of "You get out of life what you put in". This is so true of this business The company started in 1973 with a consignment of shoes that cost £68.00, (and we had to borrow the money to buy that !). With lots of hard work, time and effort this business is 35 years old, has a multi-million pound turnover, still successful, still expanding and looking forward to the next 35 years with the next generation.
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