Brightland grows footprint with DJH support

A London children’s footwear start-up is preparing for further expansion after securing investment and specialist business support to bring its products to market.

Brightland, founded by Rebecca Kelley and Duncan Robertson, has developed a range of children’s shoes designed to support healthier early foot development.

The business was born from a conversation between the founders in a nursery playground and evolved into a three-year project involving biomechanical podiatrist Mick Habgood and consultant orthopaedic surgeon Dr Tofunmi.

Its RISE Pre-Walker and WANDER First Walker shoes were later brought to market with the support of a specialist manufacturing partner.

Rebecca, who combines running Brightland with a role at The Woolmark Company, said: “The challenge was significant. 

“Children’s feet, in infant and toddler years, are flat and mostly cartilage, arches haven’t yet formed, and balance and stability are being learnt.

“Creating shoes that support natural development, whilst using over 90 per cent natural and bio-based materials, required solving problems no one had tackled before and that’s what Duncan and I have done since starting the company.”

“Our RISE and WANDER shoes have received excellent feedback and we’ve seen encouraging early sales. 

“Being D2C, there’s a lot of work to do in building the brand and the community and that will see us move from ‘go-to-market’ phase to ‘early growth’.”

Leeds-based professional services firm DJH has played a key role in supporting the fledgling business, helping structure an investment raise and advising on financial systems, tax reliefs and long-term growth planning.

Brightland has already secured early direct-to-consumer sales and attracted international exposure through publications including The Times and Dezeen.

Following an earlier fundraising round backed through the Seed Enterprise Investment Scheme, the company is now preparing for further investment as it looks to scale the business and expand its product offering.

Duncan, who has more than 20 years’ experience working in fast moving consumer goods with Unilever, added: “When you’re trying to change how an entire industry thinks about children’s footwear, the last thing you need is to worry about your accounts, your tax position, or whether you’re correctly claiming all the reliefs you’re entitled to.

“You need partners who believe in your vision. Partners who understand your challenges. Partners who are in it for the long term. 

“That’s exactly what we’ve found in Claire, Melanda, Tom and the DJH team.”

DJH, which employs around 800 people across 19 offices in the UK and Ireland, says it continues to support fast-growth businesses with services spanning finance, HR, IT and succession planning.

Tom Whitworth, who heads up the research and development team at DJH, added: “Rebecca and Duncan are pioneering shoe innovation where it is needed most, yet hadn’t explored R&D tax credits.

“We quickly identified all qualifying activities, from concept through to initial manufacturing, providing corporation tax savings of around 15 per cent for every £1 of expenditure. 

“Keeping pace with evolving HMRC guidance has also been important, ensuring they remain compliant with the scheme, whilst supporting them to produce and have access to detailed technical narratives to demonstrate their material innovation and biomechanical design.

“Every year we’ve watched this business grow and the technology develop, from initial prototypes to a fully engineered range that genuinely changes what’s possible in children’s footwear.”

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