Children's footwear specialist, Start-Rite Shoes has appointed Hugo Adams as its new CEO. Previously CEO of organic children’s clothing brand, Frugi, where he drove dramatic sales and EBITDA growth.  Adams brings a wealth of knowledge from a variety of FTSE100 organisations and departmental functions. 

Adams comes to the role as the brand launches fresh retail partnerships with JoJo Maman Bébé and Fenwicks; product innovations with its first true vegan school shoe collection; an energised brand appeal; and an active online parent support hub, Feet are Fantastic. 

Hugo Adams will commence his new role on 19 April, taking over from Kate Tansley who is stepping into a non-executive position. 

Tansley commented: “We received an incredibly high calibre of candidates for the role and put great emphasis on finding someone who would understand the purpose at the heart of the Start-Rite brand and the strong heritage in which it is built upon. We consider Hugo as a great fit for our culture.”