Footwear & Apparel Omni-Channel Distributor Gardiner Bros Welcomes Base London into the Brand Family
As part of its ongoing strategic expansion, Gloucestershire-based Omni-Channel distributor, Gardiners is proud to welcome British heritage footwear brand Base London into its business. This milestone collaboration aligns with Base London’s 30th anniversary, marking the beginning of an exciting new chapter for the brand. This collaborative step brings together two respected names in UK footwear, combining Gardiners’ extensive multi-generational distribution expertise with Base London’s legacy of bold style and high-quality design. This strategic partnership promises to usher in a new era of growth, shared innovation, expanded market reach, and long-term brand development.
Established in 1995, Base London fuses British style with sharp design engineering, carving out a niche for itself with its distinctive range of men’s footwear. This new alignment with Gardiner Bros, a family-run business boasting an extensive distribution network and licenses for several internationally recognised footwear brands including Sperry, Hush Puppies, and Muck Boots, is set to propel Base London into new markets and opportunities.
This strategic alliance is seamlessly well-timed to positively strengthen the upcoming launch of Base London’s Spring/Summer 2026 collection, positioning the brand to benefit from Gardiner Bros’ widespread retail connections, broader market access, and targeted channel engagement.
Brand Development Manager, Jolene Lay, a 27-year veteran at Base London, expressed her enthusiasm about the integration, stating, “This partnership is an incredible milestone for Base London. With Gardiner Bros’ robust distribution capabilities and deep understanding of the footwear industry, we are poised to inject new energy into our brand. Their expertise will not only help us reach new customers but also significantly scale up our e-commerce operations.”
Founder David Conibere shared his positive outlook on entrusting the brand to Gardiner Bros, citing the strong alignment in values, shared commitment to quality, and a mutual dedication to long-term brand stewardship. He states, “After three decades of building Base London, it’s a momentous occasion to pass the baton to Gardiner Bros. Their passion for footwear and their vision for Base London aligns seamlessly with ours. It’s comforting to know that the brand is in the hands of a company that is not only eager but also fully equipped to see it flourish,” said Mr Conibere.
Gardiner Bros Director, Ben Gardiner, echoed these sentiments, stating, “We are thrilled to be entering this exciting partnership with Base London. We have worked with and supported the brand and the team for many years and are committed to maintaining the brand’s legacy of quality, trend and innovation while expanding its visibility, reach and impact within the UK and beyond. Our experienced national sales team, coupled with the existing Base London brand and marketing team will drive the brand via a considered bricks and digital multi-channel approach. We see a very exciting future for Base London.”
The Gardiners group is the largest UK family-owned distributor to the footwear trade, known for its broad portfolio of brands, longstanding industry partnerships, and has a reputation of exceptional customer service. With roots dating back to 1860, Gardiner Bros continues to thrive and grow by honouring these core values and building a strategic pathway together with their partners.