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The company known for producing the baby shoes worn by Prince George, Princess Charlotte, and Prince Louis is facing the possibility of closure, according to its owner. Paul Bolton, who oversees the Leicester-based factory responsible for manufacturing Early Days and Baypod shoes, revealed that the business is struggling due to declining customer demand coupled with sharply increasing operational costs.
Despite enjoying a surge in sales following high-profile coverage of the royal children wearing their products, Bolton emphasized that the 73-year-old family firm is now on the verge of collapse. He and his brother, who run the company together, have reached a point where continuing to sustain the business financially is no longer feasible. They are currently seeking potential buyers to take over the enterprise.
Bolton explained on LinkedIn that the decision to wind down operations is driven by persistent rises in overhead expenses and the tough economic environment domestically and internationally over recent years. The business was originally founded by Bolton’s father and uncle in the family home more than seven decades ago. The brothers have worked hard to keep the legacy alive, but he admitted that pumping more money into the company is no longer an option.
Recounting a particularly successful period, Bolton described how the firm experienced a remarkable boost after Prince George was seen wearing their shoes during an Australasian tour. This led to a temporary suspension of online sales due to depleted stock, factory overtime, and new retail accounts eager to stock Early Days products. Sales for that year doubled compared to typical levels. However, after peaking in 2022, orders from shoe retailers declined amid tough conditions on the high street. Rising costs of energy, materials, wages, and employer National Insurance Contributions have collectively impaired the company’s profitability. Bolton noted these expenses, combined with reduced consumer spending, have affected demand despite price increases.
Once employing over 100 staff and producing more than 10,000 pairs weekly, the workforce has shrunk to just 10 employees. The cheapest models start at £12.99, while the premium leather baby shoes worn by the royal children are priced at £32 per pair. Despite personal financial injections from Bolton and his brother, they feel unable to keep supporting the business further. Bolton expressed cautious hope that ongoing inquiries from prospective investors might keep the company afloat in Leicester, although some interest appears intent on relocating the operation abroad, a move the owners are reluctant to consider.
A government spokesperson commented on the situation by highlighting recent economic measures aimed at fostering growth, creating jobs, maintaining fiscal stability, and reducing inflation, without addressing the specifics of Early Days’ challenges
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