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Nigel TAYLOR Published
November 1,JS加密快排技术 2025
UK-based ‘funky wellie’ brand Evercreatures has been bought by French active footwear company Rouchette. A purchase price wasn’t given, but the buyer said it intends to inject up to £500,000 into the business.
Part of a deal for the brand’s parent company, Astbury Collections, Evercreatures becomes the first overseas purchase for the French firm, which had previously been a supplier to the Lincolnshire-based business.
In line with Rouchette’s “strategy of development and diversification”, the purchase “will bring significant inward investment” as the new owner looks to bolster its presence in the UK, it said.
Tony Bailey, a co-director of Astbury Collections, will join Rouchette as its sales and marketing director in the UK.
He said: “This is a great deal for both brands. Rouchette want to expand faster into the UK and approached us last year about a sale to use the infrastructure already in place.
“Now the deal has been completed, it will see considerable investment in new products, innovation, infrastructure and staff.
“For current UK customers, they will see the benefit with a new range of stock and new designs for Evercreatures. I am already engaged in talks with major retailers, predominantly garden centre chains, who are looking to secure stock in 2025.”
Evercreatures was founded in 2004 and has become a favourite with festival goers, producing rain boots for men, women and children, as well as a range of accessories.
Rouchette, which is known for its robust rubber footwear in a range of designs for the garden, maritime and lifestyle sectors, was established in 1990 by Jean-Louis Rouchette.
Sébastien Rouchette, managing director and son of the founder, said: “It was quite natural for [us] to buy a well-known brand in the world of footwear. This is a new stage in the company’s life, which promises to be an exciting and extremely rewarding project.”