Q&A
Q: What else has been going on at Base London this year? Steve Rolls: Most of this year has been focused on the acquisition by Gardiner Bros and integrating the brand and existing stock into their systems. Jolene Lay, our Merchandising Director, and a 27-year veteran at Base London, has worked very hard transitioning the brand to new ownership whilst simultaneously wrapping up the old company. It’s been a big shift for us coming from a lean team at Base to an organisation of over 300!
Q: How did this partnership merger come about? SR: Gardiner Bros had been our long-standing distributor, so the relationship was already well tested. The acquisition came from a shared ambition to take Base London further and give the brand more stability and resources; it was a natural next step. Being part of the Gardiner portfolio gives us access to stronger logistics, a broader retail network, and a lot of operational expertise. It also allows us to build a clearer long-term plan for the brand.
Q: And what is that plan for Base now that it’s part of a new portfolio? SR: The aim is really simple – build on what Base already does well and give it the support it needs to grow steadily. In the UK, that means tightening up the brand message so everything feels more joined up, from the product and the photography to how we show up in-store. Confidence, a bit of British wit and accessible style sit at the heart of this. For Gardiners, Base is a great addition
because it’s a strong, established men’s brand with a clear identity and a loyal customer base. It also gives them a more complete offering in the smarter end of the market. With their backing, we can invest more in product development, better sales tools, stronger marketing and a more consistent retail presence. And once we’ve strengthened things at home, we’ll be in a much better position to reopen and rebuild Europe in a way that’s sustainable rather than rushed.
Q: Can you tell us about some of your latest product ranges? SR: This year we’ve really focused on evolving our range to reflect what modern men actually need from their footwear. One of the biggest developments has been extending our size offering in key styles, now going up to size 15. It’s something customers have been asking for and we see it as an important step in being more inclusive, especially for men who struggle to find well-made, accessibly-priced smart footwear that fits their lifestyle, whether that’s work or special occasions. We’ve also expanded our wedge soles and
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“Being part of the Gardiner portfolio gives us access
to a broader retail
network and allows us to build a clearer long-term plan for the brand”
lightweight business-casual styles. These are designed for the way people work today. As more guys return to the office, they want variety in their rotation and they’re happy to mix brogues, loafers and Chelsea boots into a business-casual look. It gives them a chance to feel put-together and confident in a way they don’t get working from home in tracksuit bottoms and hoodies. For SS25, smart loafers were a standout. There’s
definitely a bit of trainer fatigue happening, particularly among younger consumers who want something smart but easy to wear for work, events or even holidays. Loafers have been especially strong for us on ASOS. Looking ahead to AW25, we’ve introduced
more Italian-inspired boots that deliver the look and feel of something far more premium than the price point would suggest. It’s very true to
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