FT: Tell us about your history - what's the story behind Robeez?

LH: Les Henderson (Head of European Operations): "Robeez Footwear Ltd was founded in 1994 in Vancouver, Canada when Sandra Wilson noticed that her 18 month old son was having trouble walking in ‘normal' hard soled shoes. With the help of her husband, she cut up an old leather handbag and made the first pair of Robeez shoes in her basement. Encouraged by family and friends she exhibited at the Vancouver Craft Fair and was amazed when 20 stores asked to be supplied with Robeez shoes. Ever since then Robeez has been supplying hand crafted leather footwear for newborns to four year olds and is now the world leader in the category, supplying over 8000 points of sale worldwide."

And despite the success from the initial set up it is clear that the traditional values of the company still hold true. Now part of the Stride Rite group (who also bring brands such as Keds and

Grasshoppers to market) the Robeez ethos still looks to promote wellbeing through quality products that help contribute to the healthy development of children.  Indeed, to help encourage and promote this concept, Robeez work closely with various children's Charities and makes a point to donate large numbers of discontinued shoes to disadvantaged children around the world. 

The early successes of the company continued to the point where a UK and Europe wide launch was the logical conclusion and, as Les continues, "Robeez (UK) Ltd was launched in the UK in July 2003 and initially replicated

Sandra's experience in Canada by being a home-based business. This quickly changed as the company more than doubled in size every year and continues to do so. The company has outperformed all expectations and now employs 20 staff at its UK Head Office in South Wales, in addition to a Sales Force of 43 Sales Agents and two Sales Managers across Europe."

FT: Sound's great! Introduce us to your range - how do you go to market?

LH: The Robeez business model is built upon a high quality product which is delivered very quickly and with no substitutions. We manufacture all our Soft Soled shoes at our production facility in Vancouver and air freight them to UK on a weekly basis. This means that we carry the risk on holding inventory, so our Retailers don't have to: Our Retailers get what they want and they get it very quickly! We also support our Retailers with top class POP materials from brochures to posters to quality wooden Display Stands."

And looking at the vast array of choice that Robeez has to offer it is clear to see why the success of the company has been so impressive in the almost five years since arriving in Europe. Caroline Heyns, Office Manager in the South Wales office proudly demonstrates the range. 

CH: "Firstly we have Soft Sole Shoes: For everyday wear and play, fun designs & fun motifs, fashionable and colourful. Still closest to bare foot and best for growing feet. *MSRP £19.00

We also then have the Bootie version of the Soft Soles which are full of style regardless of the season providing cosy comfort with a gorgeous teddy bear fleece lining. *MSRP £31.00

Next is our Tredz Shoes & Boots range, for the great outdoors. Indoor comfort combines with outdoor protection for the best choice in toddler shoes. *MSRP £28.00

Then we have the Mini Shoez featuring refined designs in a new shoe-like construction, maintaining the ethos of soft sole shoes but with a water repellent sole and cushioned insole.  Perfect footwear for special occasions and everyday wear.

*MSRP £25.00

And finally we have Cozy Collection: Well known and loved Robeez leather Booties with new fashionable materials and faux fur with the Robeez Bootie fleece lining. *MSRP £35.00"

It's an impressive range and when asked about processes involved in designing the items, the desire to maintain links with the origins of the company is yet again prevalent:

LH: "We have an in-house design team of 4 specialist Designers in

Vancouver. They have a breadth of design experience through footwear to fashion to textiles. They have been particularly busy over the past months as Robeez is introducing a number of new and exciting collections for 2008. As the European market becomes a more significant part of the global business our designers are constantly looking out for European trends and fashions to incorporate for the following season and attend the more ‘fashion forward' European trade shows and Fairs in search of ideas."

FT: On that note, what is the most recent edition to the Robeez family?

CH: "The most recent edition is that of the Weekend Collection, which was introduced in spring 2008. Staying with the soft sole pattern to create cool, fresh, casual baby shoe inspired by popular looks in adult footwear. It maintains the stay-on elastic ankle, healthy foot design and adorable styles parents love about Robeez.

The Weekend Collection features nine duo-colour designs in four sizes: 0-6 months, 6-12 months, 12-18 months and 18-24 months. The new elasticised trim and back pull tab keeps the shoes snug on baby feet and easy to pull on. *MRSP £21.00."

FT: "You mention that historically, Robeez focused on the soft sole and the booties: what is the thinking behind the launch of the outdoor Tredz shoe?

CH: "Tredz was the next natural step for Robeez to take, bridging the transition from soft soles to outdoor first walkers. Consisting of supple leather, these lightweight shoes continue to support healthy foot development with the added protection of water-resistant and grippy outdoor soles. They're designed to take toddlers to new and exciting places making them great for any outdoor adventure. Approved by the American

Podiatric Medical Association, Tredz has been enthusiastically received by both the Retailer and Consumer as our next step in healthy foot development. The Collection consists of fun, colourful and classic designs to suit all occasions with outdoor soles that feel just like walking barefoot."

FT: "We've all heard a lot recently about tough market conditions. How have you found the perceived downturn recently and the last 12 months? 

CH: "Robeez Footwear has been crafting exceptional quality children's footwear for over 14 years. The world markets have certainly had an impact on our industry and as challenging as this is, Robeez continues to go from strength to strength. It's our commitment to quality, innovative design and our level of caring that has led us to be the worlds leading manufacturer of soft soled leather footwear for newborns to four year olds."

And so, tired from the exertions of being the centre of attention, it's time, for now, to take leave of the Robeez family allowing them instead to get on with growing strong in a fast moving and exciting world. And as we go, we take a moment to ruminate over some final thoughts:

CH: "If there is one universal truth in life it's the unconditional love we have for our children and from the moment they arrive into the world it's important to ensure that we as parents give them the very best start in life. Robeez can be relied upon for total commitment to ensuring quality craftsmanship to every pair of shoes for the healthy natural development of little feet."

And we couldn't have put that better ourselves....

Details of Robeez activities with the Heart and Sole Foundation, their full range and their contact details can be found on their website http://www.robeez.co.uk/

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