New shoes firm will support good causes

Ian Ding (left) and Toby Hargrave with some of the Oliveira shoe designs they have launched at
Ian Ding (left) and Toby Hargrave with some of the Oliveira shoe designs they have launched at
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Groups, charities and good causes in the local area can make money on the back of a new online shoe retail business.

Causes chosen by Oliveira will be allocated a promotional code, which customers can use when making their purchase online. Each time they do, the firm will make a ten per cent donation.

Spalding-born businessman Toby Hargrave has co-launched Oliveira, with Paul Newberry and Ian Ding, the founders of East Anglia-based fruit snacks company Stream Foods.

The website, www. is now live, with nine distinctive ‘toe post’ shoe designs on sale and the first customer orders dispatched.

Toby (49), who lives in Haconby, near Bourne, and has also worked for Geest in Spalding, said: “We enjoyed great success with Stream Foods, which was listed among the 100 fastest-growing private companies in 2005 by the Sunday Times.

“Stream was inspired by a holiday to the USA, which highlighted a gap in the market for fruit-based snacks, and similarly Oliveira was inspired by a holiday – this time in Sri Lanka.”

Having sold Stream in 2007, Toby, Paul and Ian were in a position to launch a new venture, and with designer Maria Oliveira, came up with the Oliveira brand.

Toby said: “Paul and Ian are from a marketing background, and between the four of us we have the right blend of expertise to make Oliveira a success.

“We firmly believe the future of retailing is online.

“It costs very little to run Oliveira day to day, and that means we can offer customers a high-quality, designer product at a good-value price.”

Oliveira shoes range from £20 for exclusive beachwear designs to £90 for elegant high heels, yet each pair is handmade by an experienced team benefiting from ethical working practices and stringent safety controls.

When the shoes are despatched to customers, they are hand-packed in clear, stackable shoe boxes that have a convenient drawer to make organising a shoe collection easier.

Toby said: “We expect to be in a position to expand our local operations over the coming year, and have always found this area a good location in terms of quality workforce and premises.

“We are extending the Oliveira footwear range this spring, and are looking at working with small, independent retailers to provide suitable product placements.

“Ultimately, our aim is to build a sustainable, profitable online business, a recognised and highly desired brand – and have some fun along the way.”

l To nominate a local group, charity or good cause, email a brief reason for its selection to