Kids’ footwear brand Start-rite is bolstering its fashion appeal for spring 13 in a bid to drive growth.
The brand, which has been manufacturing children’s footwear since 1792, has taken a more trend-led direction under the guidance of Eve Davies, who joined in the newly created position of brand director in October last year. She was previously wholesale sales director at lifestyle retailer Joules.
Davies was tasked with bringing more fashionability into a brand that is traditionally thought of as primarily focused on fit.
Spring 13 is the first full collection overseen by Davies, following the appointment of three new designers to the footwear team.
She said: “We still want to be as focused on fit and foot health, but we also want to let the modern mum know that Start-rite can also be stylish. In the past there was a tendency to do what has always been done from a design point of view.”
As part of the move to up its trend credentials, Start-rite will expand the collection created with TV presenter Myleene Klass, who was taken on as a brand mbassador for autumn 12.
Start-rite released a small trend-led range of footwear by Klass for the current season, which retails for about £5 more than the mainline.