Look to the Future: Rachel Rudd, Rudds Wellies

Last edited 21 March, 2024
Guest Blog
2 min read.

In this post, we’ll cover the following:

After over a year since the start of lockdown, the global business landscape has been changed forever. To mark this unusual anniversary, we’re looking to the future with a series of interviews with a range of businesses and leaders, discussing changes in their industry and life over the last year.  

Our next interview is with Rachel Rudd, the Founder of Rudds Wellies.

Who are you and what do you do?  

“Hi I’m Rachel Rudd and I am the Founder of Rudds Wellies, a footwear and fashion brand based in the South West. I started the business by identifying a problem in the market, which was the lack of good quality wellington boots.

“I wanted a boot that I could wear in all weathers that felt as comfortable as a walking boot or trainer but that would keep my feet warm and dry.”

What are your long-term goals, did you achieve them and what’s left to come?

I started the business by identifying a problem in the market. I wanted a boot that I could wear in all weathers that felt as comfortable as a walking boot or trainer but that would keep my feet warm and dry.  

“After lots of research and trial and error, we launched in October 2016.  Since then, we’ve launched a clothing range and opened our first shop in Salcombe Devon in 2019.”

What are your values as a business leader?  

“Listen to your customers! We design our products around what our customers want, and then the product sells itself.

“Quality – Quality has to be your driving force!”

How do you stay motivated?  

“When you hear the great customer feedback it makes the journey worth it!”

How has the last year affected sales? 

“We were very lucky that we have 3 sales channels – events, shop and online. So although our shows were cancelled and the shop had to close, we had our best year online.”

What has been your biggest challenge for the last year and how did you overcome it?  

“Supply chain has had a massive impact. Even if you manufacture in the UK, organic cotton, and rubber are all imported.”

Have you had to adapt your business model due to the coronavirus? Have you altered your goods, services or offering in any way?  

“During the first lockdown, we recognised the problem with supply of rubber, so we launched a new clothing line ready for the shop opening in July.  We had an amazing summer in the shop so we’ve extended the shop and increased our range this year.”

What has been your best professional achievement over the last year?  

“Staying positive and taking the opportunity to try new things.”

How do you see the retail industry changing? 

“The businesses that I saw struggle are the ones with one sales channel. However I don’t think the high street is dead. Customers still want to touch and feel products and get great service, however it needs to be supported with a strong online presence.”

What are your plans for the future? 

“We’re looking at launching new ranges, and I would love to open another shop.”

EDGE Creative

Want to share your story? Email our Content Strategy Manager at jessica@edge-creative.com.


Louise Panayides

Creative Director

With a huge ambition to set up her own agency since the age of 18, Creative Director Louise founded EDGE Creative in 2004. Louise has been driven by her creative flair from the beginning, with a passion for building brands from the ground up.

Louise loves developing relationships with people and understanding the driving forces behind the clients we engage with. Marketing never loses its excitement for Louise, and she is proud to have developed such an excellent company culture. Fuelled by creative ideas and very strong cups of coffee, Louise’s life is enriched by music, her puppy Luna and getting outside for hiking, photography, and travelling to her favourite place in the world – Montenegro!