Richard Shetliffe Appointed as New CEO of the British Footwear Association

The British Footwear Association (BFA) is delighted to announce Richard Shetliffe as the new Chief Executive Officer. Richard takes up the position on 14th May 2024, bringing a depth of experience and knowledge to lead the BFA.

With over 30 years in the footwear and accessories industry, Richard has held leadership positions at iconic brands such as, Dr. Martens, Ben Sherman, Vagabond, VF Corporation the Dune Group and Havaianas. His track record of success and deep knowledge of the sector make him a perfect fit for the BFA CEO role.

In 2008, Richard joined Alpargatas S.A., the parent company of Havaianas, where he set up the UK operations. As Director for Northern Europe, he played a pivotal role in establishing Havaianas as a premium footwear brand. Over his 15 years with the company, he drove substantial growth through innovative multichannel strategies, digital acceleration, and product diversification. Richard’s passion for the industry is contagious, and he’s known for his ability to inspire those around him. Most recently, he has been consulting for the eco-luxury footwear brand LØCI.

I am thrilled to be joining the BFA as Chief Executive Officer. I am excited to explore the opportunities that exist within the BFA and it is a genuine privilege to be able to represent the footwear sector. I also look forward to forging close relations with our members and key stakeholders to ensure that we are building a strong community that supports, represents and promotes the sector.

Jane Wilson, Chair of the BFA, expressed her excitement about the appointment:

Richard brings superb industry experience and a remarkable record of driving growth in footwear businesses. He has an impressive global network and is well-liked and respected across the industry. The Board and I are eager to work with Richard as we pursue our strategic goals to support and serve the membership.

Jane Wilson – Chair of the BFA

With a rich background at major brands, Richard’s expertise is poised to drive forward the BFA’s mission in supporting and promoting the footwear sector. We welcome Richard to the team.