Established in 1879, Crockett & Jones is famous for producing some of the finest shoes and boots in the world, manufacturing in the traditional way from its factory in Northampton.
It achieved a huge landmark in 2021 by bringing e-commerce capabilities online, so now global customers can have their favourite Crockett & Jones products with just an easy click. This was a project that it did not approach lightly, undertaking an extensive nine-month development period prior to delivering a fully transactional platform for its men’s, women’s, belts and accessories collections, while continuing to represent the heritage of the brand with transparency and authenticity. As evidenced by the performance of the new site, this e-commerce strategy is proving a huge hit in volume of sales and reaching new audiences.
Crockett & Jones has also continued to develop and to widen its portfolio with new launches and forward-thinking innovations. After over two years of development between MD Jonathan Jones and the brand’s tanners, a Superflex sole was introduced, the most flexible yet, and applied to a trio of loafers, launching in spring 2022. They additionally launched a collection of hiking boots, ready to be worn in the wild, regardless of destination. This new series comprised of the new rough-out suede Grizedale boot and two styles with rugged, water-resistant teak-oiled sides – the low-ankle Chepstow and the high-leg, supportive Islay boot.
‘Sometimes there are small perks of running our family shoe manufacturing firm. One of those is testing our developments out in the field, pun intended!’ says Managing Director, Jonathan Jones. ‘I have been wearing Crockett & Jones shoes for 50-plus years, and even I have been surprised at how well they have performed. My feet remained dry, and when the leather gets sodden it dries out remarkably quickly at room temperature. I had no choice but to add them into our collection.’
Crockett & Jones has also launched The Black Editions, a series of cleated-rubber styles bigger, bolder and blacker than ever before. In addition to this is the new Cocktail Collection, which celebrates the ability to socialise in style once again, It includes Black Watch tartan slippers – a classic, leather-soled Albert for him and a tasselled, feminine pump for her – plus green velvet evening slippers and glossy patent Kensington loafers.
Last year brought eagerly anticipated (and much delayed) Bond film, No Time to Die. An exclusive collaboration with filmmakers EON Productions saw the launch of a limited-edition James shoe in box calf leather, inspired by Bond’s famed tuxedos. They also supplied two further styles for the production, in which Daniel Craig wears the timeless Highbury style in a number of scenes and then the Molton, when the story takes Bond off-road in Norway. The strategic partnership and the success of the film helped to reach the attention of customers old and new, heralding a strong finish to the year.
‘Business is still tough,’ comments Marketing Director, James Fox, ‘but we are pleased to have fully opened both our online and offline doors and to see the many faces of our customers, day in and day out.’