In 1840, Walter James Barltrop designed the world’s first country boot, the forbearer of all country footwear since
Tricker’s has been run by five generations of the same family since it started making shoes back in 1829. It was felt that the challenges of building a brand, as opposed to running the factory, required somebody with the luxury brand experience.
Mr Mason, you are the first Managing Director of Tricker’s to be appointed outside the family to take on this role in the brand’s 187-year history. Can you tell us about your experience in leading a heritage footwear brand like Tricker’s?
– I began my career in banking, before embarking on a fifteen-year career to turnaround the fortunes of luxury brands. I am well-schooled in British heritage and luxury brands thanks to positions at Mulberry, Pringle of Scotland and John Smedley.
What sets Tricker’s apart from other footwear brands on the market?
– In 1840, Walter James Barltrop designed the world’s first country boot, the forbearer of all country footwear since. Tricker’s built a reputation for manufacturing quality and durability, making the company the manufacturer of choice for heavy country boots and shoes for farm and estate owners and the landed gentry. While our shoes and boots and their distinctive look are often imitated, they remain unrivalled in terms of quality, personality and character.
Tricker’s has been making fine handmade shoes and boots for almost 190 years. Did anything change in the production process since the early days?
– There are more machines today, but each piece of footwear still has over 250 separate hand processes and very little has changed. We operate from the same factory, opened in 1903, and our shop fit in the Jermyn Street store was installed in 1938. We want to offer an enduring take on high-end British craftsmanship; that’s in our DNA.
We have seen many heritage brands moving their production to the Far East over the years. Why did Tricker’s refused to jump on that boat?
– Tricker’s has uncompromising standards of craftsmanship and uses honest materials selected for durability and strength, which are values that are observed as resolutely today as they were in 1829. We are the oldest shoe manufacturer in Northampton and, unlike some other companies, we have never outsourced part or full production to the Far East or India, and we never will. If you are buying a pair of Tricker’s shoes they are 100% British, not 95% British.
Tricker’s is a holder of the Royal Warrant from HRH The Prince of Wales. What does that mean?
– His Royal Highness The Prince of Wales confirmed this position in 1989 when he awarded Tricker’s his Royal Warrant for Men’s shoes. We supply the Royal Household with our footwear.
Who buys Tricker’s products and how would you describe your customers?
– If there is one characteristic to connect the diverse customer base of Tricker’s, it is that of pronounced individualism. Our customer is a self-assured, confident nonconformist, independent in thought and manner. While Tricker’s attracts a wide age group, you are not born a Tricker’s man, you become one.
The Tricker’s brand was recently introduced on the Serbian market by one of your stockists. How do you feel about expanding to new markets?
– Our newly introduced seasonal collections are allowing the company to spread its sales into new wholesale markets, whilst strengthening its existing business in the core export markets of Italy, the U.S. and Japan. All new stockists must conform to the very highest standards of a brand mix, service and an ability to understand how to present a handcrafted British heritage brand correctly.