Kids' footwear brand Start-rite has bolstered its management team as it bids to step away from its back-to-school image.
The appointments are part of a long-term strategy to increase its international distribution network and develop the brand in overseas markets.
Sonya Mallett has joined as product manager for girls' footwear from New Balance, where she was children's range manager. Start-rite plans to exploit Mallet's sports sector experience by developing a more sports-led collection in future seasons.
Stead & Simpson buyer Rachel Josling joins as product range manager for boys' footwear.
Former Clarks business manager Steve Carruthers has been recruited as business manager for Scotland and northern England, while Laurie Scott, former account manager for lingerie brand Playtex, has joined as business manager for south-west and central England and Wales.
Start-rite joint managing director David Attwood said: "Their understanding of the markets will help us to boost sales and brand awareness, as well as contributing to product development."
Start-rite has 400 UK stockists.