Royal Baby Shoe Maker Early Days Faces Closure After 73 Years, Citing Economic Squeeze
The iconic British baby shoe brand Early Days, whose handcrafted leather shoes graced the feet of Prince George, Princess Charlotte, and Prince Louis in their first public appearances, is on the verge of closing its doors after more than seven decades. Owner Paul Bolton has confirmed the family-run Leicester factory is likely to cease operations, unable to withstand the dual pressures of a severe high street downturn and spiraling business costs.
Founded in 1951 by Bolton's father and uncle, Early Days became a household name following the 2014 tour of Australasia, where a young Prince George was photographed in their classic white leather shoes. "It was a marvellous, if overwhelming, period," Bolton recalled in a recent interview. "Online sales crashed our site, the factory ran on overtime, and our annual turnover effectively doubled. That royal moment introduced us to the world."
However, the post-pandemic economic landscape has proven brutal for the manufacturer. Bolton detailed a perfect storm of rising energy and material costs, increased minimum wage obligations, and higher employer National Insurance contributions. Concurrently, orders from independent shoe retailers have dried up as consumer spending tightens. "We're being hit from all angles," Bolton stated. "Costs are up, but demand is down. We've had to raise prices, but there's a limit to what the market can bear."
The company, which once employed over 100 staff and produced 10,000 pairs weekly, now operates with a skeleton crew of ten. Bolton and his brother have been personally subsidizing the business but can no longer afford to do so. While exploring potential buyers, Bolton admits an 80% likelihood of closure and expresses reluctance over inquiries that might move production overseas. "Our hope was always to keep the craft here in Leicester," he said.
The potential shuttering of Early Days highlights the acute pressures on UK manufacturing and family-run SMEs, particularly in the fashion and retail sectors. Analysts note that even a powerful royal "halo effect" cannot insulate a business from fundamental economic headwinds, including weakened consumer confidence and structural challenges on the high street.
Reactions & Commentary
Eleanor Vance, Retail Analyst: "This is a tragic but indicative case. The royal association provided a massive, but ultimately finite, brand boost. It couldn't compensate for the systemic issues: eroded margins, the decline of physical retail partners, and the cost-of-living crisis affecting their core customer base."
Marcus Thorne, Former High Street Shop Owner: "It's a gut punch. These were the shoes you bought for christenings and first birthdays—a piece of trusted British craftsmanship. Their closure isn't just a business failure; it's a erosion of our high street's character and heritage. The government's generic statements about 'growing the economy' ring hollow when iconic makers like this fall through the cracks."
David Chen, Supply Chain Consultant: "The economic logic for small-batch, UK-based manufacturing is increasingly difficult. Early Days' dilemma—whether to sell to a buyer who may offshore production—is the central question for many. Preserving the brand often means sacrificing its original manufacturing identity."
Rebecca Shaw, Mother of Two from Surrey: "It's devastating! Both my children wore Early Days shoes. They were beautiful, practical, and felt like a link to tradition. That they survived 73 years only to be felled by energy bills and taxes is infuriating. It feels like we're losing something precious while politicians just talk."