Blundstone have recently opened a pop-up store in London’s Covent Garden area.
The store represents a significant step forward for the brand and the continuing worldwide growth of the humble boot from Australia. Since 1870,
White walls are covered with minimalist wooden shelves finished with black
detailing. The rear of the store features a floor to ceiling countryside
landscape in contrast to the concrete accents surrounding the store. Ferns
line either side of the shop floor, emphasising the town and country
adaptability Blundstone provides. We caught up with the brand at their official launch party to find out more…
Tell us about Blundstone and how it began
“The Blundstone story started back in the 1800s when two English families, the Blundstones and the Cuthbertsons, arrived in Hobart, Tasmania and set up separate manufacturing businesses. In the early 20th century, the Cuthbertson family bought the Blundstone business. They decided to keep the Blundstone name because of its long association with quality and reliability. Today the Cuthbertson family still own Blundstone and the names continues to inspire confidence in a quality product. While we remain a Tasmanian family business our boots are now worn and loved the world over.”
What has inspired the boot design?
“In the late 1800s shoe making and selling were significant businesses in Tasmania with over 250 shoemakers in the colony. The boots required in Tasmania back then needed to be sturdy, durable and quality products to stand up to the elements and use. The original boots were leather lace ups for men, women and children. Today Blundstone’s iconic look is an elastic side boot, known as the Chelsea which they introduced in the 1960s. The Blundstone brand means different things to different people. The history of the brand has been about delivering products that are needed. Just as materials evolve, so have tastes, and what was once considered a working man’s or farm boot in Australia, is now seen parading down a fashion runway. We’re responding just as we always have, adapting to our loyal fans and new consumers around the world. Blundstone’s breadth of boots the world over is testament to the variety of products available from award winning innovation in safety boots to the classic boot in comfort and style, the most popular boot of today being the #585. Our footwear is worn on dairy farms in New Zealand all the way to the streets of New York.”
With an outdoors appeal, who is your typical customer?
“Blundstone are not a boot that you wear to laze on the couch, we know that when you pull on a pair, you set out to do something. Our boots enable people in everyday adventures, in style and comfort. Boots are now a fashion staple for all season and people, a typical customer of ours is an active one.”
You’re opening up a pop up in Covent Garden; tell us about this space and what attracted you to the area
“Covent Garden is a great place for an international brand like Blundstone as its popular with tourists and Londoners alike, providing a fantastic ‘window’ to the brand both in the UK and globally.”
Do you have plans to open any more premises in the UK?
“The pop-up store in Covent Garden will be a great way to test the market, we currently don’t have plans for a permanent Blundstone premise in the UK but we work closely with our distributor, Central Trade, and will continue to discuss the best way to target and engage with our customers in the UK.”