COMPANY PROFILE
This team can turn up unannounced at a factory, anytime to check production. Any product that does not match up to their high standards is immediately withdrawn and has to be remade.
Where are you based and where do you manufacture ? We are based in Uttoxerter, Staffordshire, and we manufacture our products in Italy, Spain, Brazil and China. All "Earth Spirit" products are made in China.
Cheryl Taylor, FT Editor, talks to Derek Williamson of West Midland Shoe Company
Tell us about your company history ? The company has grown out of all recognition from its very humble beginnings. The company was started by my brother and I in 1973, selling shoes from market stalls and "party plan" sales in people’s homes and Church halls. After a couple of years a shop was purchased, followed by a second some twelve months later. The plan was to open around ten, so a warehouse was built to use as a distribution hub, but to fund this we started some "Cash and Carry" to other footwear retailers. This worked so well that we had a change of plan. The shops were sold to one of our customers and we started to solely wholesale. After a few years the company started to develop its own brands, first came "Country Jack" followed by "Capollini" "C/J's" and then "Adesso". Seven years ago the company moved out of the original warehouse, that had doubled in size over the years to a new custom built, 27,000 square foot distribution centre, complete with a suite of offices and showrooms. Unfortunately this is now too small and this year for the first time we have had to rent some temporary storage! The company now has a multi-million £ turnover and supplies its brands, with a sales force of 11, to over 1000 outlets throughout the UK and Europe.
What is the story behind your company’s latest brand "Earth Spirit" ? In 2008 the company acquired the UK marketing rights for the American "Earth Spirit" brand.
24 • FOOTWEAR TODAY • MAY 2012
This brand is well established in the States and we felt that there was a great opportunity to develop it in the UK. It was not a difficult decision to take on this challenge, we were immediately impressed by the the quality and styling of the product.
What sets this product apart from the rest ? Firstly "Earth Spirit" is an easily recognised, 21st Century brand. The manufacturing specification is impressive, all patterns are made from calf or suede leathers, every shoe has a "Gelron 2000" insole. This is a shock absorbing gel that aims to dissipate shock waves when walking. This coupled with tricot breathable linings, superbly flexible and hard wearing TPR soles and a great fit, make it a very attractive product. "Earth" also has its own tanneries in China and Argentina, so all the leathers used in production are supplied to the factories from the parent company. This provides a continuity of leather uppers, vital for the ongoing quality of all products. On top of all this, because the parent company, are at the moment producing over 24,000,000 pairs a year and generating massive purchasing power, we can offer great prices. Retailers can expect to obtain margins that are well over the normal for other branded footwear products. Although, we are offering great prices, this does not mean that any corners are cut as far as quality is concerned. The factories that produce the "Earth Spirit" product have Quality Control departments, but "Earth" also has its own roving QC team.
How many people do you have working for you ? Do you have a high turnover of staff ? We run a very "tight ship" considering the turnover of our company and only have 19 people on our payroll. Thankfully we don't have a high turnover of staff at all. We are lucky that our staff stay with us for a long time, the company has been established now for 39 years and our secretary that joined us 37 years ago is still with us. We do have our Warehouse manager that joined us for a three month trial 21 years ago and he is still here..... That reminds me I must ask him if he wants the job on a permanent basis ?
Any famous customers ? Not that I know off, but I have met Elton John twice..... Does that count ?
Has working with Earth Spirit changed your working practice? Massively !! I was convinced that I would finish my working life off in Europe. I actually vowed that I would not travel to the East to source any product. I am now a gold card holder with the Emirates airline and travel at least four times a year to China and at least twice a year to Boston in the States. My carbon footprint must be terrible! It has also expanded our marketplace, we now supply "Earth Spirit" to customers in Denmark, Norway, Sweden, Germany, Israel, Italy, Slovakia, the Czech Republic and Russia.
And the next step ? Any plans for the future ? We are now "Earths" most important market place in the world after the US, not bad considering that we have only had the brand for four years! Our total pairage is now at a level, that enables us to influence the makeup of the range and I am able to have much more of a say in terms of styling. I feel that there is a enormous amount of growth still to be achieved in the UK and with some very hard work over the next few years we will be able to establish "Earth Spirit" has an essential casual, comfort brand in the UK market place.
How does the trade contact you ? Normally through our Representatives or Agents, but any customer, or potential customer, can ring or email our offices in Uttoxeter.
Tel: 01889 561790 email:
derek@wmsc.co.uk
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