COMPANY PROFILE
Cheryl Taylor, Editor,
talks to Andrew Loake, Managing Director of Loake Bros. Ltd.
Tell us about your company history. What’s the story behind the brand? My family has been making shoes in Northamptonshire for five generations. Loake is one of the most experienced producers of fine, Goodyear welted footwear in the world, having made more than 50 million pairs. The tradition began in 1880 when three Loake brothers set out to produce the best men’s shoes possible. The Goodyear construction is a traditional and intricate process, with origins that can be traced back over 300 years. Today, our premium Goodyear welted shoes are still handcrafted in England. They have become a favourite with our discerning customers all over the world and are exported to over 60 countries. Loake has made footwear for British soldiers and officers in two World Wars, British Olympic teams and other high profile British sportsmen, actors and musicians. Loake has also produced some iconic designs that have become synonymous with British youth culture, such as our Brighton loafer and Royal brogue, which were first introduced in the 70s and are still in production today.
Do you have a brand philosophy? We have always concentrated on making the best shoes we possibly can. The Loake brand has evolved to embrace heritage, Britishness and a genuine passion for fine, handcrafted shoemaking passed down through five generations of our family. But, although Goodyear welted shoes are an aspirational purchase, I believe that Loake is also a ‘democratic’ brand that is accessibly priced.
20 • FOOTWEAR TODAY • SEPTEMBER 2012
What sets your company’s products apart from the rest? The price to quality ratio is exceptional. A pair of Loake Goodyear welted shoes takes eight weeks to produce. Some 130 skilled craftspeople, up to 75 shoe parts and 200 different operations are involved. Only the very highest quality materials are used. And yet the shoes are honestly priced. This is ‘accessible luxury’. Loake is very much a forward-looking company. The range of footwear on offer has been extended to include alternative constructions and a choice of both classic and contemporary designs. We place special emphasis on fit and have developed our own unique comfort technology. We also operate a comprehensive in-stock service that can usually despatch within 24 hours.
Where are you based and where do you manufacture? We are based in Kettering, Northamptonshire, England, where we can be found in the same factory that we moved into in 1894. This is where we produce our premium Goodyear welted shoes for the Loake 1880. Loake Evolution and Loake Shoemakers collections. We also have a factory in India that produces our entry-level L1 collection and some styles in our Design Loake range. In addition to our main offering of Goodyear welted shoes, we also source some more relaxed styles (moccasins, boat shoes etc.) under the Loake Lifestyle label.
How many people do you have working for you? Do you have a high turnover of staff? There are approximately 130 staff in both the office and the factory. Most of our employees stay with us for many years. It is not unusual for
people to work for us for 25 years or more. Even 50 years. We often have several members of the same family working for us – this really is a family business in every sense.
How do you market your products? Do you use social networking? We are regularly featured in the men’s style and national press and we maintain awareness with advertising in both. We also have an increasingly good presence online on men’s style sites and fashion blogs, and have an active Facebook page which enjoys good community engagement. Moving forward we are incorporating social media into our marketing as standard.
Any famous customers? There are a lot of famous names wearing our shoes. It’s very rewarding when we discover well-known people who are already wearing our shoes through their own personal choice. Actor Martin Freeman is a good example of this. Some of the celebrities that wear our shoes are featured on the Loake Facebook page.
And, the next step? Any plans for the future, new lines etc? We’ve just opened a shop in Princes Arcade, Piccadilly, and improved our website. And there are still more exciting developments in the pipeline. Watch this space!
How do we contact you? Tel: 01536 415 411
sales@loake.co.uk www.loake.co.uk
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