NEWS
Sara Davies MBE leads new Joyful Strides campaign from DB Shoes
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B Wider Fit Shoes has launched a brand new campaign fronted by business entrepreneur and TV presenter, Sara
Davies MBE. What if your best decade was the one you’re
walking into right now? That is the message behind the campaign, called Joyful Strides: Embracing Your Best Decade, which champions comfort, confidence, and the right shoe fit through every chapter of life. Four inspiring women were selected from a
high volume of online competition entries to each represent their 40s, 50s, 60s or 70s, and to share how finding shoes that truly fit has transformed their comfort, confidence, and quality of life. “Foot health isn’t just about physical comfort; it’s about empowering individuals to live their
best lives,” commented Ms Davies. “As someone who’s constantly on the go, I know first-hand the importance of well-fitted shoes. That’s why I’m proud to be part of this campaign once again – because everyone deserves to walk with comfort and confidence.”
BBS and Private Label combine into a single entity: Cortina Private Label
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ortina has announced the strategic integration of its BBS (Best Buy Shoes) and Private Label divisions into a
single, future-focused entity – called Cortina Private Label – marking a major milestone in Cortina’s long-term strategy to provide the most agile, scalable and customer-focused private label solution in the global footwear industry.
Under the new structure, Cortina Private Label
will offer one streamlined collection with three distinct business models, each tailored to meet the needs of today’s diverse retail landscape:
• First price (formerly BBS): Trend-driven, seasonal footwear focusing on volume and competitive pricing; • Vertical business: A fully integrated concept- to-shelf model where customers co-create their next bestseller with control and full execution;• Own developments: Customer-driven private label collections built on trend forecasting, material innovation and in-depth market expertise. By bringing together the strengths of both divisions, Cortina Private Label is streamlining its operations into a cohesive unit with deeper market know-how.
DB Wider Fit Shoes is challenging the long- held belief that wider or specialist footwear means sacrificing style. Through fashion-forward seasonal collections, ambassador-led storytelling and real-life case studies, the campaign proves that elegance and the right fit can absolutely go hand-in-hand – no matter your age or foot shape.
Best Family Business DB Shoes recently announced that it won Best Family Business at the SME Northamptonshire Business Awards 2025. The company is run by third-generation twin
brothers, David and Charles Denton, along with their wives and supported by the next generation of shareholders. The judges recognised and praised DB Shoes for its longevity, strong leadership, commitment to employee wellbeing and team culture, customer-focused innovation, deep-rooted commitment to the community and bold investments in future-proofing the business. David Denton commented: “This recognition
means the world because it reflects the heart of who we are. This award is for our brilliant team, our loyal customers, and everyone who’s helped us on this journey.”
“We’re simplifying our structure to maximise
what we do best: combining scale, creativity and speed to market,” said Thomas Vulliez, General Director of Cortina Private Label. “This transformation reflects our long-term strategy, strengthens our capabilities and creates an unbeatable value proposition for customers worldwide, with a seamless integration of private label, vertical and development services all under one roof.” With an even stronger service, an expanded
product range and improved tools, the unified Cortina Private Label department will deliver a better customer experience across every touchpoint. There will be dedicated contacts per region and business model, and customers can expect faster, smarter product cycles through optimised coordination across design, sourcing and supply chain.
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JUNE 2025 • FOOTWEAR TODAY • 7
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