Making great strides

Tag : Cement Shoes


When we started our first store, we didnt have any bargainingpower with the factories as our orders were really small. However,we were fortunate that the orders have grown tremendously sincethat first year, and the factories have become more receptive.

With such brand presence and dizzying profits, it is ironic thatthe brothers are known as accidental entrepreneurs.

Perhaps being mediocre in their studies had something to do withthe brothers success.

I always wanted to do well in business to make up for my lack ofacademic performance, Charles, 34, reasons. We establishedCharles & Keith, not because we wanted to be seen as entrepreneursbut because we hoped to develop ranges of products that were uniqueto the consumers.

We realised that shoes from foreign wholesalers were expensive andunsuitable for smaller Asian feet. It was the perfect opportunityto introduce our own line of contemporary footwear through Charles& Keith.

It all began with noble intent. The boys started by helping out atthe apparel shop which their mother managed, to lighten herworkload.

Charles remembers that when he started, he was paid a basic salaryfor the first four to five years.

The experience planted the seed for Charles & Keith as, from there,the brothers noticed the potential in womens shoes.

My brother Keith and I went through basic training in the shoebusiness, which gave us extensive knowledge in operations andcustomer service, says Charles, the eldest of three brothers andalso the most outspoken. As expected, there were challenges in thebeginning, especially when a fledging homegrown brand like theirshad to compete with other, more established, brands in the market.But small visions morphed into bigger goals along the way.