A Dorset shoe brand – born and bred with British kids and the British weather in mind – says an overhauled business to business (B2B) trade website has helped it step into a new world.

Sharon New, formerly the RNLI’s Marketing and Campaign Manager from 1999 to 2009, and husband Lincoln co-founded what was to become Term Footwear 11 years ago.

The couple got the idea for the business after being introduced to Toughees school shoes while on a family holiday to South Africa.

They successfully retailed the brand – South Africa’s market leader with 4m school shoes and boots sold annually – for several years before launching their own range for middle and senior school students.

Sole Buddy began life after Sharon and Lincoln employed the services of a footwear designer who previously worked for a major shoe company specialising in school starters.

The shoes are designed and correctly fitted to stop damage or any malformation occurring in feet where the bones are still developing.

The business also sells wellies and boots.

And now harnessing technology to its full potential has propelled Term Footwear into the new B2B world as a result of the Covid lockdowns

When the pandemic halted face-to-face meetings – and business meetings turned to Zoom – the traditional service of driving round the country by Term Footwear pivoted to digital.

A technical overhaul of its B2B trade website allowed trade clients to browse and order 24/7, despite global shutdowns elsewhere, to suit their calendars and ensure a rapid turnaround of stock ordering.

It also saved them time with specifically-designed quick order forms and instant order confirmation, no matter the time of day.

Lincoln said: “The assistance and customer service our portal provides gives businesses the opportunity to see our collection and fit the vision they have for their stores.

“Being able to browse stock and style and see instant availability has given our clients the flexibility and convenience that suits them.

“Technology has given us the chance to usher in a new type of business, giving us tools to place orders any time of day.

“A 24/7 message function to ask questions and unfettered access to our online portal means trade customers don’t need to worry about getting hold of sales teams in working hours.”

Lincoln added that the digital innovation had enabled Term Footwear, which operates from a warehouse in Upton, to keep functioning despite challenges.

It also allowed the business to step towards a more sustainable way of conducting trade with the reduction in travel for sales agents helping to bring in a more environmentally friendly and sustainable fashion industry.

• termfootwear.com