Robeez
Robeez is a children's footwear brand founded in 1994 by Sandra Wilson, known for soft sole leather shoes for newborns and toddlers. It makes first shoes, booties, slippers and sandals designed to stay on and flex with a baby's foot.
| Founded | 1994 |
|---|---|
| Founder | Sandra Wilson |
| Specialism | Soft sole baby shoes |
| Age range | Newborn to two years |
| Website | robeez.com |
What is Robeez?
Robeez is a footwear brand for babies and young children, specialising in soft sole leather shoes for newborns up to two year olds. The soft soles are designed for flexibility and support as children start to crawl and walk.
History
The brand was founded in 1994 by Sandra Wilson. Frustrated that baby shoes did not stay on easily, she began handcrafting leather shoes with a soft sole for her son, Robert. The name Robeez is a playful take on his name.
Products and positioning
The range is organised by developmental stage and use:
- Soft Soles for pre walkers
- First Kicks for early walkers
- Boots, Snap Booties and Slippers
- Sandals and Water Shoes
Robeez also sells baby and kids' socks and tights through its own website.
Distribution
Robeez sells online through its own webshop and is also stocked by department stores and online retailers.
Why it matters
Robeez is a long running example of a founder story turned into a focused category brand, owning a clear niche in first shoes for babies.
Frequently asked questions
Who founded Robeez?
Robeez was founded in 1994 by Sandra Wilson, who began handcrafting soft sole leather shoes for her son Robert.
What does Robeez sell?
Robeez sells soft sole shoes, booties, slippers, sandals and water shoes for babies and toddlers, plus socks and tights.