Company Profile

Style And Substance

Base London provides the right product, at the right price, in the right place, at the right time. The brand is driven by an in-depth understanding of its target market.Our brand is driven by an in-depth understanding of our customers

Knowing our audience enables us to target product and marketing with pinpoint precision. At Base London, we keep our feet firmly on the ground to ensure we stay one step ahead of the competition.

Product has always been key for Base London and we continue to produce, stylish, excellent quality footwear and more to satisfy consumer needs for all occasions.
The level of customer service and stock replenishment offered is of the highest standard and we believe second to none in the industry.

Our marketing activity always looks to push boundaries, amusing, enticing and interacting with our target audience.

These elements combined, provide retailers and consumers alike with a brand they can relate to and trust in.

Then & Now

Base London was founded in 1995 after a niche was spotted in the market - branded fashion formal footwear for the high street. Previously consumers had the choice of own label or exclusive designer names with nothing in between.
The Base London Brand was launched at around the same time as lads' mags such as FHM hit the shelves for the first time. These provided the perfect platform to talk directly to the target audience.

Keeping in line with consumer needs, the footwear range was expanded to include more casual styles. Base London rapidly earned an excellent reputation for high quality, affordable footwear and remains market leader in this arena.

We've proudly received public commendation for Base London in the form of numerous finalist nominations in the Footwear Brand of the Year category of the FHM/Drapers Footwear Brand Awards. We've actually gone on to win the award a remarkable 3 times - more than any other fashion brand has achieved!