01/10/2021 – Company anniversary

Happy Birthday Bobux!

Box celebrates its 30th birthday this year. We look back and tell the story of the shoe manufacturer from New Zealand.


Happy Birthday, Bobux! The children's shoe manufacturer can look back on 30 years of company history. © Bobux


The beginnings of Bobux go back to 1991, when New Zealanders Chris and Colleen Bennett were looking for a pair of soft shoes that would promote healthy foot growth for their nine-month-old daughter Chloe. When they struggled to find what they were looking for, they decided to become shoe makers themselves. The first step was the invention of the "Soft Sole," an ultra-soft leather shoe that is still sold today. Since then, the product range has steadily expanded.

Today, Bobux offers a wide range of high-quality and toxin-free shoes up to size 33, divided into the different developmental stages of children's feet. The products are sold in over 40 countries worldwide. With its shoes, the manufacturer has helped to raise the standard for quality children's shoes. For the development of new models, Bobux works with respected podiatrists so that fit, quality, comfort and foot health can be guaranteed in every pair. To achieve continued growth in a very competitive market, the company has a differentiated strategy that pays equal attention to e-commerce and the steady growth of online retailers, while relying on a global distribution network and retail partners.

Focus on digitalisation

As a predominantly export-orientated company, Bobux also faced many challenges caused by the Corona crisis. Among them were the closure of its New Zealand warehouse, closed borders, supply chain delays and virtual sales meetings. "At the beginning of the pandemic, we considered whether (...) our company values still applied and if we needed to change anything. We decided we needed to accelerate the digitalisation of our business in some areas - and if we get it right, this could actually be a good opportunity for us," explains Bobux CEO Andrew Sharp.

With exports accounting for 90% of its business, Bobux had been accustomed to meeting customers in person. Suddenly, with the onset of the pandemic, a lot of time had to be spent on phone calls and other communication channels. Bobux received support from New Zealand Trade & Enterprise, an economic development and trade promotion company, and other international partners. The well-being of employees working from home was of great importance to the company's management. Today, Bobux has a highly engaged and digitally connected workforce. Bobux has also been innovating at the product level. "Seedling," the company's first vegan shoe, and the "Grass Court Switcher" with interchangeable straps are both new to the market. Bobux has also expanded its range of shoes for everyday school life with the "School by Bobux" collection.

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