FROM THE BFA
‘Representing an industry that I am so passionate about is a huge honour’
Footwear Today chats to the new CEO of the British Footwear Association, Richard Shetliffe, about his first few weeks in the role…
Q: Tell us about your background in the footwear industry and what inspired you to take on this new role? Richard Shetliffe: I started my career in the mid-90s with Dr Martens as a Sales Representative in the South West of England, and then became National Sales Manager. It was a great introduction to the sector, as production was based in Northamptonshire, allowing me to visit the manufacturing base as well as learn skills in sales and marketing. Over the ensuing years I have been very fortunate to work with some incredible businesses such as Ben Sherman, Vagabond, Eastpak and Dune. I spent the last 15 years working with the Havaianas brand as Managing Director of the UK business and finally looking after Northern Europe. I then took a sabbatical and I was lucky enough to take some time to travel. I did not want to return to working for a large corporate organisation and was looking for opportunities with a start-up or challenger brand setup. I was then approached by the BFA about an opportunity for the CEO position; it was something of a curveball but being able to represent an industry that I have dedicated my career to and one that I am so passionate about is a huge privilege and honour!
Q: In your time so far, what have been some of the most insightful conversations you’ve had with BFA members? RS: It has been a joy to speak with owners and sector leaders to better
understand their connection with the BFA; the diversity of our membership and their respective businesses is incredible! Relevance is the key word that I hear repeatedly – our membership is a very broad church, so we need to ensure that we are focusing on the support and guidance that can make a real difference to business, with the underpinning theme of relevance running through everything that we do!
This will ultimately lead to opportunities, of which there are many! As we move into 2025, we will concentrate on building a cohesive and engaged community that is representative of the whole sector, from business to education to government.
Q: With the landscape of the footwear industry constantly evolving, can we expect more events from the BFA, like the Sustainability Summit, in the near future? RS: We have hosted some incredible in-person events that lead on crucial subjects, but also celebrate and recognise success. 2025 will see us host the third Sustainability Summit – this is now considered the leading event for the sector and offers a real platform and support for the whole industry. The Footwear 50 is also in its third year, highlighting and recognising people from across manufacturing, sourcing, brands and service industries. The aim is to continue hosting events that can bring our membership together to help promote and support the sector.
Q: Are there any emerging footwear brands or untapped market segments you think should be more involved with the BFA to further support the collective growth of the footwear industry? RS: Absolutely! The sector is alive with new and exciting brands, some of which are members and others that are firmly on our list as prospective members! In addition, there are some exciting initiatives in the pipeline that will help promote new and emerging markets to the membership. We are continuously on the lookout for opportunities that can help grow and support our membership and sector.
We have a group of authorised partners whose businesses offer relevant services to our membership – from lawyers and logistics to IT and technology. Our partners conduct workshops on relevant initiatives like AI, digital passports, and local and national grants. We also have associates, which include several key educational institutions, where we help support initiatives such as footwear manufacturing apprenticeships.
Q: Looking back at your career, what lessons have you learned that you find most valuable in your role as CEO? RS: Having worked within start-ups, founder-owned businesses and global corporations has given me very relevant insight into how different businesses and organisations operate. Over the last six weeks, I have encountered all these genres, enabling me to have relevant and constructive conversations that will ultimately help me formulate and execute a strategy that can help push the BFA into a more inclusive space and better support our membership and partners.
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