Start-rite shoes targets mothers

Kids’ shoes maker Start-rite has appointed August.One Communications as its first retained agency to fight off increasingly stiff competition from supermarkets and resurgent rival Clarks.

Comms manager Rebecca Hartley said August.One would stage events throughout the next year and manage Start-rite's press office.

'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).

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