Men’s footwear brand Base London is thrilled to have been awarded The Queen’s Award for Enterprise in the International Trade category after embarking on an export strategy which has seen the brand take its cheeky British persona from the UK high street to fashion stores around the world with amazing success.
Base London was the brainchild of two footwear industry stalwarts in 1995, with the vision to bring quality, fashionable branded footwear to the British market. At that time, the consumer was unable to buy a branded footwear option on the high street, the choice was store own-label product or designer items.
As the 90’s drew to an end and the 21st century began, Base London was firmly established as a market leader in the UK and the company’s plans turned to an expansion strategy for the company centred on overseas markets. Starting with Europe, then further afield, the company has used a combination of agents, distributors and retailers who now sell to a well-established customer base in Europe, the USA, Canada, the Far East and the Middle East.
The Base London product is, a quality, fashion collection, designed to bring the cat walk to the high street at affordable prices. The brand has an in-house design and development team with over 130 years of expertise in all areas of design and construction and is proud of the level of innovation and creativity in every range they present each season.
It is not solely innovative and contemporary design that makes Base London stand out: the high levels of craftsmanship, attention to detail and finish to each pair of shoes provides a product that lasts. Mixing modern manufacturing techniques with traditional elements and hand crafting allows Base London to create collections that are both versatile and durable, yet each pair is finished in their own unique way.
It is of the utmost importance to Base London that its partners uphold the highest principles in terms of ethical employment standards and working conditions. This coupled with the dedicated work of an in-house quality assurance team, has led to an unrivalled reputation in the footwear arena for quality, reliability and integrity. Since its creation, the Base London brand has used clever marketing steeped in the cheeky British personality to get its message across and create a persona to set it apart from its competitors. This “Britishness” has been a key element in the success of the brand’s export endeavours.
Recognition of the Company’s success has ranged from being featured in the Financial Times Fast Track 100 to being honoured as Men’s Footwear Brand of the Year on several occasions. Base London is very proud to have received such plaudits from its peers and industry experts over the years.
The brand’s headquarters is just outside the centre of London, in Loughton. All the brand’s Design, Merchandising, Marketing, Customer Services, Finance and Logistics departments are based here, ideally placed within easy striking distance of the fashion heart of London.