Start-rite

The shoemaker, purportedly Britain's oldest and one of the first manufacturers in Norfolk,[1] was established in 1792 in Norwich, England, by James Smith.

[2][3] His grandson, James Southall, gave the firm its current name; it rose in prominence during the 20th century thanks in part to an iconic poster, reading Children's shoes have far to go,[2] which was displayed on the London Underground for 20 years from 1947.

It has been attributed to artists Andy Wood,[5] William Grimmond, Joe Wilkinson of Stanley Studios, Susan Pearce, Nancy Gardner[6] and to the company's own advertising agent.

[2] In 2016 Prince George was pictured wearing Start-rite shoes in an official portrait taken to commemorate the 90th birthday of the Queen.

[2] The cost cutting move came amid a £600,000 annual loss, which the company reversed the following year to turn a £1.5 million profit.