BRAND PROFILE
Cheryl Taylor, Editor, talks to Andrew Peirce, Managing Director, Cosyfeet.
What’s the story behind the brand? Cosyfeet specialises in shoes and slippers for feet that won’t fit into standard footwear because they’re swollen, bandaged or misshapen. We offer a wider, deeper and roomier fitting than the wide-fitting footwear that is available on the high street. The need for specialist footwear is not confined to a particular stratum of society however, many of our customers are older as swollen feet is something that tends to affect us as we age. Cosyfeet started life in 1983 after its founder,
John Rex, recognised a gap in the footwear market. His former business took him into care homes where he came across residents who were forced to cut pieces out of their footwear in a desperate attempt to fit them onto their swollen feet. He initially launched a range of extra roomy slippers and ran the business from his home in Bristol with a small mail order catalogue. The production was undertaken on a contractual basis with a manufacturing company in Lancashire. In 1990, Cosyfeet was purchased by Foot Shop
Ltd which is based in Street, Somerset. Since then, it has developed into a multi-channel retail company selling online and via a mail order catalogue as well as through independent stockists across the UK. There is also a Cosyfeet shop at its headquarters in Street. Its product range is unrecognisable today in its sophistication, quality, style choice & breadth. The Company now employs 87 people with a turnover in excess of £13m. Cosyfeet is a forward-looking company, keen to adopt the latest technologies and trends. For customers who enjoy the great outdoors, we’ve introduced a range of CosyTex™ footwear which is 100% waterproof, windproof and breathable. Recently, we’ve developed footwear with a shock-absorbing Cushion Active™ system which delivers up to 25% less impact shock to the lower leg than other leading brand trainers. We’ve also embraced the current trend for wool, along with the benefits it brings, with our range of Purewool™ shoes and slippers.
10 • FOOTWEAR TODAY • MAY 2018
Is there a brand philosophy? We are a company that genuinely cares about our staff and our customers. Our customers are always at the heart of what we do. In terms of products, we believe that people with swollen feet should have the most comfortable, stylish footwear possible. We want to ensure that we offer high-quality products which give them value for money. In terms of service, we want to make their shopping experience as easy and pleasant as possible. Our call centre staff are highly-trained, and they are happy to spend time with our customers, offering them help and advice. We have a no quibble money back guarantee, so customers can return products at any time if they’re not entirely satisfied, which gives them peace of mind. At heart we remain a family business, so it is important to us that our staff feel happy and well supported in their work.
What sets this brand apart from the rest? Our extra roomy fitting fulfils a need that isn’t met on the high street. We are the market leader and only Brand in the UK who specialise solely on extra roomy footwear. Our EEEEE+ fitting is not just greater in width but also in depth. Some other comfort brands offer a larger fitting by varying only the depth with the use of insoles which does not accommodate the width of the foot adequately. There is also lots of flexibility with our styles.
Lace styles can accommodate wider feet by relaxing the tension and we offer generous strap extensions with most of our touch-fastening styles, which can be adjusted to fit feet several fittings greater. On top of this, we offer good design and good
quality shoe making. Our suppliers are mainly small family businesses with a great tradition in shoe-making so that we can deliver footwear that is consistent, comfortable, durable and a pleasure to wear. Cosyfeet is highly regarded within the care sector and over 11,000 healthcare professionals recommend our products. We are also members of the Healthy Footwear Guide.
Does this brand offer a good profit margin for retailers? Overall we offer a good return for retailers. We give good stock support through the season facilitating stock turn and spend over £2m on Brand marketing each year creating strong Brand awareness and footfall.
Where is the brand assembled/manufactured? Although we don’t manufacture our own product, we work very closely with our suppliers. We tend to work with them for a long time and talk almost daily to them. They consider themselves part of the Cosyfeet brand and share a high level of ownership and commitment to get the product right. We manufacture our footwear in Portugal, Spain and the UK.
Who is the agent? Our main trading channel is as a Home Shopping business (mail order and online) due to the speciality of our product and age profile of our traditional customer. We do not sell via agents but have developed a vital wholesale business through speciality stores contacting us, often as a means to increase footfall.
How is the brand marketed? Do you use social networking? We advertise on television as well as in the national press, in a variety of a magazines and newspapers. We also use social media and are recommended by healthcare professionals. We have a large database of customers to whom we send catalogues as part of an extensive annual mailing programme.
Any famous customers? Yes - but we can’t tell you who!
Contact details for the Trade: Anyone interested in opening a Trade Account should call 01458 448888, email
wholesale@cosyfeet.com or visit
Cosyfeet.com/sellcosyfeet
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