CWB meets the Footwear Hub, a new collaborative force within the UK shoe industry dedicated to championing the expertise of independent retailers and prioritising the foot health of the nation’s children.

 

Laura Turner: Who established the Footwear Hub, and for what purpose?

Nadia Arden-Scott: I founded the Hub alongside Tanya Marriott (SoleLution), and we are supported by a council of independent retailers who contribute ideas and feedback. Conversations between retailers and brands began in early 2024, and the Footwear Hub was formally established in 2025 when our constitution was agreed upon. Independent shoe retailers across the country felt their skills and knowledge were undervalued, and with rising concerns around children’s foot health in particular, we recognised the need to act. The Hub was created to provide friendly, trustworthy information to parents and carers on the importance of measuring and fitting, ensuring children start on the right foot.

LT: Who is your target audience?

NA-S: Our first campaign focuses on new parents, helping them understand when to buy their child’s first shoes and how to choose footwear that truly supports their development. But the Hub’s advice is relevant to all ages. We represent retailers that provide professional measuring and fitting services, and together we’re working to ensure consistent standards across the UK, so customers know they’ll receive informed guidance wherever they see the Footwear Hub logo.

LT: What are the Footwear Hub’s key aims?

NA-S: To promote foot health awareness, giving families clear, practical guidance on caring for feet across all life stages, and to support independent retailers by uniting businesses that offer professional fitting and helping them raise standards together. Also, to drive consumer engagement through national campaigns, educational content and collaborative marketing, and to reinvest member fees responsibly, making sure contributions fund impactful campaigns or help reduce future costs.

LT: What criteria do you have for membership?

NA-S: Membership is open to retailers that are passionate about fitting and committed to offering half sizes, width fittings, and styles to accommodate different foot shapes. Members also commit to staff training to maintain high standards and agree to collaborate in our campaigns to promote foot health. The annual membership fee is £50. In return, retailers receive a directory listing with a direct link to their website, access to branded marketing and campaign materials, and a window sticker that shows customers they are part of a recognised national body.

 

 

LT: Can you tell us more about the directory?

NA-S: The directory is an online map of trusted retailers, with each member listed alongside their store details and a direct link to their website. It also includes an information section designed to give parents the guidance they’re often looking for, from knowing when to buy first shoes to understanding why proper fitting matters. Registration is simple – retailers can visit www.footwearhub.org and follow the link to register. We add approved members to the directory and provide them with our campaign toolkit.

LT: You also run a blog – what topics do you cover?

NA-S: We’re building a library of resources covering everything from “When should I buy my child’s first shoes?” to “How do I choose the right pair for different activities?” We’ll also explore subjects like school shoes, seasonal footwear, and tips for getting the best out of a fitting. The aim is to answer the practical questions parents are already asking in a clear and accessible way.

LT: You exhibited at INDX National Kids Footwear Show – what insight did you gain?

NA-S: INDX was a fantastic opportunity to connect with brands and share how they can support the Hub. The feedback was very positive, with genuine enthusiasm for collaboration. We also caught up with some of our existing members and spoke to potential new ones, which reinforced how much appetite there is for an initiative like this.

LT: Do you plan to collaborate with any professional bodies?

NA-S: Yes, independents often work closely with local medical professionals, so it’s important the Hub has strong links nationally, too. We’ve begun conversations with organisations such as the College of Podiatry and the Royal College of Midwives to highlight the role of properly fitted shoes in children’s development. We’re also planning to reach out to the NHS, NCT, schools, and MPs to broaden awareness and ensure consistent messaging around footwear.

LT: What’s the vision for the Footwear Hub?

NA-S: In the short term, our focus is on growing the directory and launching our first parent-facing campaigns to raise awareness of fitted footwear. Longer term, we want the Hub to become the trusted national voice on children’s foot health, working with brands, professionals, and government to influence best practice. Importantly, we will reinvest all member contributions either into national campaigns or to reduce future membership costs, ensuring the Hub remains sustainable and impactful.

For more information, click here or contact info@footwearhub.org.