Managing director, Prabhu Kashap, who has more than 25 years experience of the footwear industry, explained: ‘Sterling and Hunt is one of the leading suppliers of deck shoes to high street retailers. As such, we were aware of Chatham as a niche brand which is well established among its consumer base and it was a strategic decision to look at acquiring another branded business.’

The Rainbow Club is a market leader and we wanted to add another brand to our stable, he added. Chatham was a good brand to add.

Since acquiring the business 10 months ago, a new management team including marketing director, Philip Marsh, a fourth generation shoe maker, has been installed, a new image developed and new working practices have been put in place. The company has been moved lock, stock and barrel from outside Bath to Exeter and can now call on the experience of SMG as it works on raising its profile.

‘Chatham has its own operations team but shares SMG’s technical and shipping department. SMG has so much knowledge on all aspects of the footwear and clothing industry giving Chatham the benefits of being part of a group which has accumulated years of experience in the footwear industry,’ said Mr Kashap. ‘Services can be shared and experience drawn on.

‘There are investment opportunities which didn’t exist before as the previous owner had gone into administration on at least one occasion. We’re investing heavily in product innovation, taking note of feedback from consumers who told us there hadn’t been enough change in the collection over the years. We’ve spent a great deal of time and effort developing our new collection.’

Fresh policies are also being introduced and the company says this is proving popular with its retailers who appreciate the measures being taken and are giving positive feedback.

‘We’re changing the culture and taking it extremely seriously, moving towards being very sensitive towards the issues of the past. For example, when we have a sale online, we give our retailers two weeks’ notice before reducing the prices whereas previously this didn’t happen.’

And he said the business is now working as closely as possible with its retailers to regain their confidence, with the emphasis on managing and establishing sound distribution methods, believing brand support is vital.

Dedicated
In the past, there was just one staff member on the service side managing the customer base, the new Chatham has turned this around and now has a dedicated customer service team.

‘On the service side, we’re making sure that we have people who are out there servicing people’s needs,’ explained Mr Kashap. ‘We’ve appointed two sales managers; Nick Bowkett who has a marine heritage covering the south and Alan Harrison who has a footwear background covering the north of the UK. We’re ensuring we are engaging more with retailers.

‘We’ve also appointed a specialist PR agency and have been investing in new point-of-sale material and are investing in advertising both in trade magazines and consumer titles and attending high profile consumer events and shows. The old Chatham didn’t do much advertising in the last couple of years.’

As if these changes weren't enough, Chatham is also well on its way to changing the personality of the brand in an effort to make it more friendly and approachable.

Previously, Mr Kashap admits it could have been seen as more like a school marm or headteacher with an image steeped in house and country. The new Chatham wants to move away from this image and focus more on its marine roots.

To these ends, considerable research has also been carried out – both formal and ad hoc – and the company is acting on the results.

Mr Kashap explained: ‘There are two parts to our vision, one is the retailer and the second is the consumer. The brand is 12-years-old and has been traditional with the weekend sailor, though it has become muddled. We needed to bring more focus on the brand and the lifestyle, and to this end we’ve retained the most recognisable image and the brand name but have added in a new insignia to our corporate identity and a new reference – ship and shore – based on a well known term in the marine industry. We're now giving out a clear marine message.

‘We’ve also added in our guarantee of quality which is the final endorsement.’ It’s this attention to quality that is one aspect of the old company the new team is determined to keep hold of. It has set itself the goal of being the best in the market place, offering the best quality at the best price and says that instead of cutting back like a lot of companies, it’s actually moving forward.

Marine focused
The new marine focused Chatham has spent the last six months designing a complete new range of shoes and clothing as well as developing a new technical range designed in Italy.

‘There are some big players in the technical marketplace but we believe there is a gap. We have a better product using better materials, better innovation at a more competitive price,’ said Mr Kashap.

For example, the company believes it is the first in the marine community to introduce a dual fitting foot bed to sailing shoes and boots and it has also introduced more technical aspects to its sole design.

The first samples have been sent to governing bodies for tests to be carried out with regards to breathability, wear on the sole, quality of the leathers. ‘We’ve had everything tested and our soles are 25% better than the standards laid down for grip when wet and 50% better when dry,’ said Mr Kashap. ‘We want to be better than our competitors. We have to have a point of difference. We want to be better and cheaper.

‘We’ve carried out lots of market research and understand who the key players are. We understand what’s happening in the wider perspective of the footwear industry.’ A contract has been signed with Vibram, which only deals with a few factories and companies, for the technical soles of Chatham's shoes and boots and Marsh believes it is the first time the type of rubber used on the main part of the sole, which is the same as that used for rock climbing shoes, has been used in boating shoes.

‘The sluicing allows water to escape quicker and the joint lines provide flexibility when walking. There are also different textures on the outer sole giving optimum performance when worn on different surfaces on the deck of a boat. The textures give additional grip.

‘A lot of thought has gone into working out the pattern,’ Mr Kashap explained. ‘The sole is also stitched to the uppers as the biggest reason for shoe returns is sole detachment.’

The new Chatham admits there is a danger of alienating a loyal following by the change in direction and image but says taking this bold step is the direction of its future. At the unveiling of its new spring summer 2009 range Mr Kashap described the new designs as quirky and fun.

He explained: ‘The object of our new identity is to reassure our “classic” consumer that we respect our roots but also to open the Chatham brand to a wider audience and our “contemporary” consumer within the same socio-economic group.

‘Many of our potential audience are not “yachties”, yet they understand the quality sought by “yachties” and even though they are unlikely to go anywhere near a yacht or marina, they still aspire to and understand the look of marine-influenced footwear and apparel.’

And he said the company has the opportunity now to be bold and think more laterally than the niche players. And as for the rest of the marine industry – Mr Kashap says it is very closed with everyone knowing each other.

But he says although the new Chatham has a lot to learn about the industry, there’s a genuine interest in the company and a desire for it to do well.