Start-rite is a brand of children's footwear.
The shoemaker, purportedly Britain's oldest[1] and one of the first manufacturers in Norfolk,[2] was established in 1792 in Norwich, England, by James Smith.[1][3]. His grandson, James Southall, gave the firm its current name; it rose in prominence during the 20th century thanks in part to an iconic poster, reading Children's feet have far to go,[1] which was displayed on the London Underground for 20 years from 1947.[4] Controversy exists around the origins of the image in this poster. It has been attributed to artists Andy Wood,[5] William Grimmond, Joe Wilkinson of Stanley Studios, Susan Pearce, and to the company's own advertising agent.[1]
In 2003 the company ceased production in the UK, outsourcing its operations to India.[2] The cost-cutting move came amid a £600,000 annual loss, which the company reversed the following year to turn a £1.5 million profit. Sales further increased by 20% to 2007.[6]
The company focuses on correctly fitting shoes to children's feet, and was the first to introduce variable width fittings for children's shoes.[1][6] It once maintained concession stores in the now-defunct children's clothing retailer Adams.[7]