On the up · 20 March 2018

Cocorose: From an East End market stall to mixing with prime ministers

Janan Leo founded Cocorose in 2008
it’s a story with a Hollywood feel. An entrepreneur sets up a stall in an East End market to sell her own designed shoes and a decade later has customers including Dame Helen Mirren and Joanna Lumley and mixes with prime ministers.

Janan Leo founded Cocorose London in 2008, intent on rescuing the tired and bruised feet of women across the globe by encouraging them to take off their high heels on their way to work or a party and replace them with her foldable, comfortable shoe range.

Cocorose’s leather shoes now turn over 1m a year, is stocked in boutiques across the UK, Ireland and worldwide, has a global licensing partnership with the Royal Ballet and is the official gift partner with BAFTA.

Janan Leo with business partner Gareth Austin-Jones
The firm is also such a prime example of UK innovative gusto that former PM David Cameron invited Leo on a trip to the Milan Expo to help champion British businesses in 2015.

  1. Where did the idea for Cocorose come from?

I was 26 and working full time for a company in new product development (NPD). It was in food rather than fashion, but Id always been interested in the sector. Ive always been a shoes girl rather than a handbag girl!

I remember my Mum always complaining about the discomfort of wearing high heels and when I got to my twenties I also had the same problem. it’s ridiculous when I watched other women commuting to work wearing these stylish but not very comfortable heels. I thought flat shoes were the answer but back in 2007 they were too frumpy.

I knew I could do better and make them stylish and foldable so you could commute in them, pop them in your handbag and put the heels back on for the office. ?

  1. How did you move from idea to production?

Well even before I had the lightbulb moment, I started visiting a fashion factory which was opposite my work. I knocked on their door one day and asked if I could come in and see how the process worked. So, I started going there on my weekends, talking to the workers and seeing how everything worked. They thought I was a bit weird but they were very open with me about everything.

I then did a shoe design course at the London College of Fashion in the evenings. I was giving up a lot of my free time but I was determined to learn as much as I could. Honestly, it wasnt a chore, I was so passionate about the industry.

Being in NPD helped me as I had an idea about taking a new concept to launch. Even now I get emails from other entrepreneurs asking about how to take that step.

I made a prototype using a pair of socks and rubber strips from a notebook and stitched them together. I then tried to find a company who would make them but it was a nightmare.

I was knocked back by over 130 factories around the world. Either they didnt deal with start-ups or they wanted minimum orders that were just too high. But perseverance paid off as I found a Chinese manufacturer who was ready for a new challenge. We got 500 pairs made and we were ready to launch.

  1. How did the business grow?

With the help of partner and business partner Gareth Austin-Jones, we had our website up on the first day and got the first orders in. They were from friends, but it all helps. There were so many new issues to consider such as importing and VAT, and of course the problem of having 500 pairs in the loft we needed to shift.

I got a stall in an East London market and started selling the shoes at the weekend because at that stage I was still working in my full-time job. I was hoping to increase awareness about what a foldable shoe is and why people needed it. It was great fun until Winter came!

But the exposure worked a Brick Lane boutique told me they loved the idea and put it in their shop. I then went to trade shows and we gained more interest. I gave up my job in 2010 to concentrate on the business, and we have grown ever since.

Julie Deane


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  1. How important have international sales been?

I have always wanted to build a global brand especially when the UK was in recession. We met agents and distributors and weve now grown quickly in around 20 countries. Ive found that when selecting international partners you need to ensure that they are really passionate about what you are creating. Do they have your back and do they believe in you?



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