Winged Boots opens delayed first store and plans retail expansion

Ocean Holidays brand Winged Boots is planning retail expansion after opening its first store last week.

 

The shop in Shenfield, Essex, which had originally been due to open in May, held a launch day on Thursday (October 9) and an open day on Saturday, before welcoming customers for the first regular day of trading on Tuesday.

 

“We had curious locals stopping to take a look, friendly faces dropping in to say hello, and two walk-ins planning their next big adventures,” said Winged Boots managing director David Ox.

 

The shop, staffed by Matt Clayden and Gemma Wilson-Dines, both ex-Kuoni employees, is based in a retail unit that became available following the refurbishment of Shenfield Library.

 

“It’s in such a prestigious location in the centre of the high street,” said Ox, adding: “There were 30 applications for the site from various businesses.”

 

While he was disappointed the shop was unable to open in May, he said he was “delighted” with the end result.

 

“We blew the budget but it was worth it, because it really does set the standard,” he said.

 

“I’m not sure there’s anyone who has a set-up quite like this. Those aren’t just my words – it’s what suppliers have been saying.”

 

About 40 guests attended last week’s launch day, including sports promoter and regular Winged Boots client Barry Hearn, while a mixture of existing clients and prospective customers visited the store on Saturday.

 

Tuesday was the first day of the regular appointment schedule.

 

“It’s clear Shenfield’s got a strong community spirit and we’re proud to be part of it,” said Ox, who noted “plenty” of local shop owners have visited the store to offer a welcome.

Earlier help was given by Swords Travel founders Mark and Stuart Swords, who invited Ox to visit their store in Wimbledon, London, as Winged Boots prepared to enter the retail market.

 

“They were so generous with their time and their knowledge, which I thought said a lot about the industry we’re in,” Ox said.

 

He added Winged Boots would “without a doubt” open additional stores.

“This could be the first of many,” he said. “We’re actively looking for potential retail opportunities.”

 

Winged Boots, which is described as a “personal travel management business”, had been run from an office space in Romford since its founding in 2008.

 

The delayed store opening was the result of finalising arrangements with the council, which owns the library, Ox added.

 

Outlining Winged Boots’ business approach, he said: “We’re not really product-led. We’re more customer-driven. We deal with everything from easyJet to private jets.”