'We want to position Start-rite as the must-have kids' footwear for stylish, caring mums,' said Hartley. 'The focus will be on the
importance of fit, and our revitalised product range.'
The company sold its high-street stores to Instep in 2004, but sells through chains and independent stores across the UK and Ireland.
In April, Start-rite hired Frank PR to promote a 'sponsored toddler walk' (PRWeek, 8 April).