You bet your boots!

David Robinson OBE, CEO at high-end boot brand Le Chameau, ex­plains how his fam­ily tests the prod­uct

Sporting Gun - - Shooting Profile - FE­BRU­ARY 2019 www.shootin­guk.co.uk

David Robinson, an ex­pe­ri­enced se­nior ex­ec­u­tive, has been with Le Chameau since June 2017. Be­fore ar­riv­ing at the iconic boot brand he spent eight years as pres­i­dent of Speedo In­ter­na­tional, help­ing to trans­form the busi­ness into a global brand leader. He lives with his wife and five chil­dren in Not­ting­hamshire and is a pas­sion­ate fish­er­man and keen shot.

Do you get to spend time in the field with your prod­ucts? I have worn Le Chameau boots for many years, fish­ing and shoot­ing, look­ing af­ter horses and sheep, and walk­ing the dogs ev­ery day. So it’s safe to say I put our prod­ucts through their paces. My wife rides and I have five chil­dren, two of whom are in agri­cul­ture, so my whole fam­ily re­ally use and test our boots.

What does the Le Chameau con­vey through both prod­uct and brand? It is sim­ple. We cre­ate good, com­fort­able, durable prod­ucts that stand the test of time and weather. We also know that this can only hap­pen if we con­tinue to lis­ten, grow and ad­just with the mar­ket and its re­quire­ments. For ex­am­ple, we con­sis­tently im­prove our boots by adding zips, ad­justable calves, leather and neo­prene lin­ings. David Robinson says Le Chameau of­fers a fan­tas­tic range of prod­ucts for every­one In your time with the com­pany, have you seen many changes? At Le Chameau we value both tra­di­tion and progress. Our best­selling boots have been in our range for many years, prov­ing their dura­bil­ity, qual­ity and abil­ity to en­dure the extremes of coun­try life. We do, how­ever, like to in­no­vate. Our new Chameau-lite leather boots have been de­signed to be com­fort­able, durable and in­cred­i­bly light­weight, mak­ing them more en­joy­able to wear all day. We were also ex­cited to launch a range of ac­ces­sories; our new hats, scarves, boot lin­ers and socks have been ex­pertly crafted to com­ple­ment each other and any cul­tured coun­try­side wardrobe. Head to the web­site and have a look.

Talk­ing of your web­site, what can our read­ers ex­pect to find when they visit www.lechameau.com? We mod­ernised the web­site re­cently and ob­tained beau­ti­ful cam­paign im­agery to in­crease brand aware­ness for Le Chameau. It is im­por­tant al­ways to keep en­rich­ing and strength­en­ing who you are. We are a busi­ness that is still pro­duc­ing high-qual­ity prod­ucts suc­cess­fully af­ter 90 years. This doesn’t hap­pen un­less you stay rel­e­vant to the way your cus­tomers live their lives.

We now of­fer a fan­tas­tic range of prod­ucts for every­one, from qual­ity leather boots for women, men and chil­dren to a stain­lesssteel branded dog bowl for your four-legged ex­tended fam­ily mem­ber.

Tell us some­thing sur­pris­ing about the brand that we won’t know? Ev­ery sin­gle pair of Le Chameau boots is made by hand, by one mas­ter boot­maker from start to fin­ish. The code on the in­side of the boot is that boot­maker’s num­ber and tells us by whom and when it was made. When you put your name on some­thing, you re­ally care about its qual­ity. That’s why we are happy to pro­vide a two-year man­u­fac­tur­ing war­ranty on all our boots. We are launch­ing into the ap­parel mar­ket. We are cur­rently at the test­ing stage, putting our de­signs through their paces. They are re­ceiv­ing the same con­sid­ered, qual­ity ap­proach we use for our footwear. Hav­ing lis­tened to con­sumers, and un­der­taken thor­ough re­search, we be­lieve the range will be very well re­ceived and we are re­ally look­ing for­ward to launch­ing it next year. Sign up to the Le Chameau news­let­ter via our web­site and you’ll hear all about it from us first.

“We stay rel­e­vant to how our cus­tomers live their lives”

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