Tricker’s Returns to the Consumer Goods Expo, Continuing the Legacy of British Handcrafted Footwear
China International Consumer Products Expo (CICPE) opened grandly, which is a highly anticipated event that drew global attention. As the guest of honor, the UK showcased its commitment to “Craftsmanship × Quality × Sustainability” through a 250-square-meter national pavilion in Hall 5, Booth 5T05, featuring 27 leading British brands. Among these, the return of Tricker’s, a renowned British handcrafted footwear brand and partner of Melchers group, emerged as a standout highlight.
Founded in 1829 in Northampton—the birthplace of British shoemaking—Tricker’s has established itself as one of the oldest and most prestigious handcrafted footwear brands in the UK. Often regarded as the “synonym for British handcrafted footwear,” each pair of Tricker’s shoes and boots is a testament to exceptional craftsmanship, requiring 265 individual processes and meticulously handcrafted by master shoemakers in its Northampton factory. Using premium materials and adhering to uncompromising quality standards, Tricker’s continues to deliver footwear of unparalleled excellence.
In 1989, Tricker’s received the prestigious Royal Warrant from the then Prince of Wales, now King Charles III, in recognition of its outstanding craftsmanship. For 36 years, the brand has proudly maintained this honor, underscoring its enduring legacy of excellence. In 2019, during the brand’s 190th anniversary, King Charles personally visited the Northampton factory and unveiled a commemorative plaque, reaffirming his high regard for Tricker’s craftsmanship and brand equity.
At this year’s CICPE, Tricker’s returned with an impressive showcase. Its dedicated booth featured not only signature footwear products but also introduced the ultra-light and soft 2.0 series, specifically designed to cater to the growing demand for comfort and style among Chinese consumers. Interactive activities, such as shoe care tutorials, were organized to deepen visitors’ understanding of handcrafted footwear maintenance and highlight the brand’s dedication to product excellence. The well-equipped exhibition space, complete with LED display screens, multiple zones, storage rooms, and private lounges, further enhanced engagement between the brand and its audience.
For Tricker’s, the repeated participation in the CICPE represents a strategic opportunity to expand its presence in the Chinese market. As Chinese consumers increasingly seek high-quality and personalized products, Tricker’s is well-positioned to capitalize on its unique British craftsmanship and exceptional quality, securing greater recognition and affection in the market.This continued success reinforces Tricker’s commitment to upholding its legacy as a leader in the handcrafted footwear industry.
