Ten Feet Tall’s extensive range of quality school shoes and more has revolutionized how parents shop for kids’ kicks in Singapore.
“There’s no such thing as an ‘average’ school day.” That’s the firm belief of Ten Feet Tall co-founders Nicola Bradley and Samantha Shorten, who are winners of The Finder’s 2019 Expatpreneur Awards. “Every second is jam-packed with new experiences and opportunities, so school shoes have a lot to keep up with,” says Samantha.
After moving to Singapore with their respective families in 2012, the pair became fast friends. “Nicola and I were having coffee after our children had gone back to school in September, sharing our frustration with the impossible task of finding properly fitted school shoes in Singapore,” recalls Samantha, who says the duo subsequently estimated that 20,000 children at international schools in SG are mandated to wear black leather school shoes.
At the time, the mum friends were underwhelmed by the lack of styles and sizes here, and unwilling to pay SG’s typically higher prices. Many of their fellow expats were also hauling back new school shoes whenever they visited their home countries. “Most did not realise children’s feet grow by up to a size in the heat, so the shoes they purchased were too small within weeks of getting back to Singapore,” says Nicola. Others were ordering shoes online without the benefit of actual measuring. “It is difficult to know which size to purchase and shoes were often being returned multiple times,” she explains.
Enter Ten Feet Tall in 2016. Its USP? To carry the largest collection of high-quality black leather school shoe styles and sizes in Singapore at prices below those in the U.K., Europe and Australia. In addition, its expertly trained team offers proper fittings at Ten Feet Tall’s Holland Village Fitting Studio – the only place available to do so in SG.
There, you can try on shoes for girls and boys aged 3 to 18 years old, starting at a “dinky” sized 24 EU/7 UK all the way up to a man-sized 48 EU/13 UK, and in widths ranging from E to F and G (narrow to wide). The footwear is sourced from top European manufacturers – Startrite, Ricosta and Petasil – as well as leading Australian brand Ascent. Prices range from $47.50 to $160 for school shoes. Plus, Ten Feet Tall now sells supportive ASICS sports shoes, school uniforms (for SJI International Elementary School) and its own range of socks made of breathable fabric.
Bonus: It collects any and all shoes for its charitable Ten Feet Tall School Shoe Bank! Just drop off your family’s old kicks at its shop in Holland Village or partner schools during end-of-term “Kick Off Your School Shoe” events (check the site or Facebook page for details).
By The Finder, From The Finder (Issue 298), May 2019
More on The Finder:
Who Won The Finder’s Expatpreneur Awards 2019? Find Out Here!
Like our Facebook page for more updates!