Underdog firm takes on the big hitters and wins

Shoe-String staff celebrating their national award
Shoe-String staff celebrating their national award

A small company in Market Harborough has beaten some of the big names in the shoe industry after winning a

prestigious national award.

Shoe-String, based in Bath Street, was earlier this month awarded Best Shoe Care Brand 2015, beating some tough, long-standing competition from big hitters such as Cherry Blossom, Kiwi and Punch.

Despite having fewer than 25 employees in the entire business, managing director Caroline Collins has chosen her staff wisely and they have stepped up and showed their worth by winning this award.

The previous two years, Shoe-String was highly commended in the Shoe Care Brand category. After last year the team has worked tirelessly, giving excellent customer service, outstanding delivery times and making business decisions that has led Shoe-String from strength to strength, the firm explained.

Shoe-String is the UK distributor of the premium shoe care brand Woly.

Woly has manufactured shoe care products since 1931 and the premium brand is now widely-known by shoe repairers and performs strongly online.

Caroline started Shoe-String in 1989, and was heavily influenced by her grandfather George Marriott, who was an influential figure in the Northamptonshire footwear industry.

Caroline’s father John Marriott was the first manufacturer to introduce Velcro to footwear in the UK.

The business of shoes has now been passed down the generations and even includes the Collins family dog, Crumbles, who often sits in the Shoe-String office.

Caroline thanked everyone who voted for the brand and added: “It was a fantastic surprise and honour for Shoe-String and the Woly brand to win. It shows that quality and performance is eventually noticed over the volume brands in the supermarket.

“The awards are voted for by bespoke shoemakers and retailers.”