The collaboration will see Start-Rite Shoes expand its high street presence to over 400 stores and JoJo Maman Bébé offer a fitting experience in store.
The new partnership includes an exclusive collection of co-branded pre-walking, first steps shoes and boots, which will be available to buy online and 40 stores have been trained by Start-Rite experts to fit shoes.
The co-branded range has a friendship theme, with classic Start-Rite styling and much-loved JoJo characters, and includes styles called Friend, Buddy, Sidekick and Little Pal. Embroidered tractor, mouse, fox, hedgehog and penguin motifs adorn coloured leather and suede materials. For AW21, sizes range from small 3 to 9.5 with multi-width fittings. Starting at £32.99, the shoes come in a co-branded recyclable cardboard box, illustrated with hand-drawn woodland creatures.
Start-Rite recently undertook research with 500 UK parents to understand misperceptions and lack of knowledge around the importance of fitted footwear for children as they start to walk. The research revealed just over half (57%) of parents with toddlers are confident they know the size of their children’s feet, only one fifth (21%) prioritise foot health and only a third (34%) know a toddlers feet are growing at a rate of knots and should be measured every six weeks.
61% of parents with toddlers have found their children are wearing the wrong sized shoes and over half (53%) have felt guilty to find their toddler’s shoes have rubbed their feet sore.
Hugh Adams, Start-Rite ceo, commented: “This is an exciting development for Start-Rite, partnering with another much loved British high street brand. It is important that parents are able to access footwear advice and receive a professional fitting service on the high street. We’re proud to be extending this service to more parents via the JoJo Maman Bébé high street network.”
Laura Tenison, Jojo Maman Bébé founder and ceo, added: “We are excited to be partnering with this heritage British brand and to be offering a gorgeous co-branded collection in 40 of our high street stores and via our website. Our teams are fully trained in measuring little feet and proud to be bringing this important service to our customers.”
