FROM THE BFA
‘Representing an industry that I am so passionate about is a huge honour’
As BFA Chief Exec, Richard Shetliffe, announces he is to step down this Summer, we look back at a recent interview with Mr Shetliffe about his time in the role…
Q&A
Q: Tell us about your background in the footwear industry and what inspired you to take on this role as CEO? 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: 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 ahead, we will concentrate on building a cohesive and engaged community that is representative of the whole footwear sector, from businesses and associations like us, to education and government bodies – the whole spectrum.
8 • FOOTWEAR TODAY • FEBRUARY 2026
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 will find most valuable as you move on from the BFA? 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. During my time so far at the BFA, 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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