In an exciting development, the prominent French active footwear company, Rouchette, has successfully acquired the much-loved UK-based ‘funky wellie’ brand, Evercreatures. While the exact purchase price remains undisclosed, Rouchette has committed to injecting a substantial investment of up to £500,000 into Evercreatures.
This acquisition marks a significant milestone for Rouchette, as it signifies their inaugural foray into international markets. Historically, Rouchette has served as a trusted supplier to Evercreatures, based in Lincolnshire.
In line with Rouchette’s forward-thinking strategy for development and diversification, this acquisition represents a substantial influx of capital and resources into the UK market. Tony Bailey, the co-director of Astbury Collections (the parent company of Evercreatures), has now assumed the role of Sales and Marketing Director for Rouchette in the UK.
Tony Bailey expressed his enthusiasm, stating, «This agreement holds immense potential for both brands. Rouchette is eager to rapidly expand its footprint in the UK market and initiated discussions with us last year for a sale that leverages the existing infrastructure. With the completion of the deal, we anticipate significant investments in new product offerings, innovations, infrastructure enhancements, and a strengthened workforce. For our valued UK customers, this translates into a refreshed product lineup and exciting new designs from Evercreatures. I’m already in talks with major retailers, particularly garden center chains, keen to stock these sought-after products in 2024.»
Established in 2004, Evercreatures has garnered a devoted following, especially among festival-goers, for its diverse range of rain boots catering to men, women, and children, in addition to a selection of stylish accessories.
Rouchette, renowned for its robust rubber footwear designed for garden, maritime, and lifestyle applications, was founded in 1990 by Jean-Louis Rouchette.
Sébastien Rouchette, the Managing Director and son of the founder, emphasized the strategic significance of this acquisition, stating, «Acquiring a well-established brand in the footwear industry was a natural step for us. This marks an exciting and highly promising phase in the company’s journey.
