Company Profile

Footwear Today Talks To Louise Partridge, Aussie Sole’s Uk Managing Director

How did you get into footwear?
Only three months ago, I was in my children's boutique in Essex on a freezing snow bound day, and in walks a guy who looked and sounded like Crocodile Dundee: “G’day.... nice kids shoes, look what I've got, how about stocking these!”, he chirped, showing me the Aussie Soles product range that only days earlier he’d acquired the UK distribution rights to. He offered me a 50/50 partnership and said "Put the seat belt on love, we're on a mission... "

From that day, I've had my mother manning my boutique, have relinquished my distribution agency work and spent the following whirlwind two months side by side, with Crocodile Dundee, the crazy Aussi, otherwise known as Peter Thynne.

The Aussie in fact is a well-known Queensland Tourism entrepreneur (founder of the public listed tourism group Club Crocodile Holdings Ltd), who had stumbled across the Aussie Soles product three years earlier at a boat show in Australia. He liked it and enquired about European distribution. That wasn't available and three years later he met the Aussie Soles founder who advised that the UK distribution rights were now up for grabs. Next day, he was on a plane to the UK and a few days later walked into my life!

Where did you draw your inspiration from?
Aussie Soles designs are inspired by much loved and traditional, but now a bit daggy, essential footwear. The Aussie Soles 'Snugg' is half welly/half ugg. Stylish, lightweight, comfortable, warm, comes in a range of colours and is machine washable. The Marines are an improved and stylised version of the traditional deck shoe and sandal...ideal for watersports and summerwear. The Starfish are once again a modernisation of the traditional flip-flop. They are lightweight, an anti-bacterial product, have arch support, tarsal bar for toe spread and the foot fits into the sole instead of on top. Comfort level is unbelievable…

Which materials do you use – and why?
AusLite (TM) closed cell polymer foam is a common thread throughout each of our products. AusLite (TM) is exclusive to Aussie Soles formulas.We use it exclusively because its rebounding properties mould and support the feet whilst maintaining its integrity throughout its life.

How many people do you have working with you?
It was just the Aussie and I over the first couple of months, but now we have recruited a network of ten (and growing) distribution agencies across the country.

When and how did you first start selling Aussie Soles?
That's how I started selling Aussie Soles. From having never heard of them to becoming a believer, a 50% owner and Aussie Soles UK Managing Director within days of a fateful meeting with a crazy Aussie.

Do you have a brand philosophy?
Our brand philosophy is to improve on the design, look and comfort level of much loved and traditional footwear. We want to 'relax ya feet'!

How do you get your message across?
Our initial approach to getting our message into the market place is very much traditional, including. Trade shows, consumer shows, trade magazine advertising, active website, active network of agents, supporting our stockists, providing POS, getting out and about etc. We do intend to introduce some far more interesting and innovative marketing tactics as the year progresses. Watch out for that!

How did you decide on the designs and make them work for a larger market?
Aussie Soles designs are simple and effective. We've based our designs on improving the style of footwear that we've all worn at some stage of our lives. We've simply introduced themodernisation of those products to incorporate a more comfortable style and modern look.

What are your targeted retail outlets for each of these products?
The Snuggs are ideal for garden centres, equestrian shops, farm shops, surf and ski shops as well as kids boutiques, shoe shops and department Stores. The Marine is essential stocking for ships chandlers, surf and garden centres as well as shoe shops, adventure shops and department Stores. The Starfish is an ideal product for chemist shops (a healthy, good for your foot, alternative to traditional chemist shop health sandals), Surf Shops, kids boutiques, garden centres, shoe shops, department stores and so on…

What sort of delivery time do you offer?
You'll be 'relaxing your feet' in no time at all. We have all of our product in the country and a very efficient distribution system. Depending on the time of day that the order is received, the footwear will be on your doorstep within 24 or 48 hours.

And, the next step? Any plans for the future, new lines, etc?
We are looking forward to introducing each year, new designs that once again are masterful improvements on traditional and much loved footwear. Watch this space there're some exciting designs being developed!

How do stockists find you?
Louise Partridge: Tel. 01787 238 408 Mob. 07853032950 Email: louisepartridge@hotmail.co.uk Website: www.aussiesoles.co.uk Aussie Soles UK, 12 Market Row, Saffron Walden, Essex, CB10 1HB