10 Such is the quality of The Original Muck Boot Company’s product, it has evolved outside of its core farming, gardening and construction audience and is making waves in the wider market. Here, Pete Russell, Sales & Product Manager, tells us more When did you start up and why? It began in 1999 with a universal problem – muck. Wet, messy, muddy, dirty muck, and we were determined to find a solution for keeping our feet warm and dry through it all. What prompted you to launch the business? We set out to build the most protective, comfortable, reliable boots on the planet—no matter what the conditions. And Muck Boots was born providing 100 percent waterproof boots and footwear that withstand the muckiest situations in every season. What challenges have you overcome since the company’s launch? So many. Establishing a new category and price point for “rain boots”. Moving beyond our core to near adjacent categories such as gardening and lifestyle and more recently fending off the imitators – though imitation is the greatest compliment. Tell us about your product offering. We offer premium outdoor footwear solutions, designed for all day, everyday wear, whatever the conditions. We have a core consumer of those who love, live and work the land but anyone spending time outdoors is a potential Muck Boot user. What are your most popular products? We are proud of our product gender split with a consumer base equally split between men and women. The Arctic Sport II programme is our best-selling ladies’ range while the men tend to focus in on more utilitarian styles like Chore, Muckmaster and Derwent II. Have any styles taken you by surprise with their popularity? Our light hiker, the Apex Mid Zip was a departure from our traditional styling and has been a solid seller from its initial launch. We also have had a very strong response to the Rainscape collection, a step away from our original neoprene construction into a more versatile silhouette in an assortment of on trend colours. How do you keep your designs fresh and current? Do you follow trends? Our global team are plugged into the latest trends and colours, to ensure we understand the expectations of our existing Muck Boot community as well as how we attract newcomers. What sets you apart from your competitors? We are owned by Rocky Brands Inc a generational footwear company founded in 1932. We know how to make footwear that fits, is comfortable, and functional. Making waterproof boots that are grippy isn’t the hard part, making boots that people want to wear needs a strong understanding of the foot, footwear construction and materials science. What are some stand-out moments since the company launch? There are so many. Winning 5 Gold Stars year in, year out at RHS Chelsea Flower Show, the episode of Springwatch when all five presenters were wearing Muck Boots, celebrating our 25th anniversary with the locals on the Isle of Muck, creating the first womens specific S5 safety rubber/neoprene boot, introducing BioLite our proprietary material designed to be environmentally friendlier and featured on our lightweight Muckster Lite Clog. How are you finding the current climate in the UK? Is it affecting business? Like much of the world today, business in the UK is challenging. However, within our core of farming, gardening and construction we have a loyal following. We believe we fulfil a need for the customers and at the same time have the brand reputation, comfort, function and style to meet the wants of a wider audience. How do you view the future of independent retail? Challenging but essential. Independent retail, particularly physical stores, offer character and an experience to shoppers that is more difficult to replicate in some larger companies. Are you active on social media? How is this important for the business? As a technical brand communicating our message is essential. We have a dedicated social media team ensuring we are talking to our community regularly and with relevant content that results in a meaningful dialogue with our consumer. What can we expect in the future from the company? More innovation, more styles, more stories with our community. Mucky business THE ORIGINAL MUCK BOOT COMPANY www.muckbootcompany.co.uk
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