Fusing Technology with Tradition

Article Date: 27 July 2015

Britannia Footwear, based in Burnley, is one of only a handful of UK shoe manufacturers left. But don’t for one second think that they are ‘just a manufacturer’. Delve a little further and they are innovators in their sector.

In 2013 they implemented a new manufacturing process – patent pending – which reduces manufacturing and delivery times by a third. The resulting shoe offers supreme comfort and flexibility borne from a product which is lightweight in its construction. What would you do at this point? The obvious strategy is to introduce it into the marketplace as a unique value proposition; offer it to your current clients and use it to entice new. Your client base grows bigger and stronger; tick.

Or would you think more creatively? At the Best of British event in Preston, Britannia Footwear launched Swift&Co®; their first branded footwear range fusing technology with tradition. Their first collection under the brand, Heritage Twist™, delivers quality and comfort as well as an aspirational brand for the UK and overseas market. Swift&Co® appeals to the menswear buyers of all sectors whilst communicating a lifestyle to the end-user.

Now this strategy takes marketing to another level and of course takes a manufacturer out of their comfort zone, but the rewards are worth it. For Britannia Footwear, they have recently entered the US market and their export sales now account for 15% of the company’s total turnover of £1.1m. This approach offers a truly unique proposition to your business with a more long-term strategic benefit.

Give it a couple of years and yes, you roll out the technology, but for now you leverage your advantage. Think about whether you have the opportunity to create your own brand and take back some control.

And what about the next Swift&Co® collection? Well if I told you.

For more information please contact Abigail Peake on 01254 356473 or

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