Start-Rite Shoes, Britain’s heritage children’s shoe brand, and JoJo Maman Bébé, the specialist boutique maternity, baby and children’s retailer, have a new commercial partnership. The collaboration sees Start-Rite Shoes expanding its high street presence to over 400 stores together with JoJo Maman Bébé offering a fitting experience in-store.

The partnership includes an exclusive range of co-branded pre-walking, first steps shoes and boots, which will also be available online. Alongside this, 40 JoJo Maman Bébé stores have been trained by Start-Rite specialists in fitting shoes.

The range, which has a friendship theme, features classic Start-Rite styling and much-loved JoJo characters. Styles include Friend, Buddy, Sidekick and Little Pal. Embroidered tractor, mouse, fox, hedgehog and penguin motifs adorn both leather and suede materials. For a/w 21, sizes range from small 3 to 9.5 across multi-width fittings. Shoes also come in a co-branded recyclable cardboard box illustrated with hand-drawn woodland creatures.

 

 

Importance of fitted footwear

Start-Rite recently undertook research with 500 UK parents to understand misperceptions and lack of knowledge around the importance of fitted footwear for children as they start to walk. The research revealed only half (57%) of parents with toddlers are confident they know the size of their children’s feet.

Only one fifth (21%) prioritise foot health and just a third (34%) know a toddler’s feet should be measured every six weeks. Furthermore, 61% of parents with toddlers have found their children are wearing the wrong-sized shoes. Over half (53%) have also felt guilty to find their toddler’s shoes have rubbed their feet sore.

 

 

Speaking on behalf of the partnership is Hugo Adams, Start-Rite CEO.

“This is an exciting development for Start-Rite, partnering with another much-loved British high street brand. It is important that parents can access footwear advice and receive a professional fitting service on the high street. We’re proud to be extending this service to more parents via the JoJo Maman Bébé high street network.”

Laura Tenison, JoJo Maman Bébé founder and CEO, adds; “We are excited to be partnering with this heritage British brand and to be offering a gorgeous co-branded collection in 40 of our high street stores and via our website. Our teams are fully trained in measuring little feet and proud to be bringing this important service to our customers.”

For further information and to view the collection, please click here.