Kiwi, the leading producer of shoe polish, is pulling its products from UK shelves due to the decline in the habit of polishing shoes as a result of growing numbers of people working from home and the rise of ubiquitous trainers.
A spokesperson for Kiwi said “a rise in casual shoes that don’t require formal polishing and an overall decrease in consumers polishing their shoes in the UK” had prompted them to withdraw from the UK market.
But they stressed “it would continue to remain active in markets where formal shoe care remains relevant.”
Kiwi polish is bought in at least 120 countries around the world and accounts for more than half the polish sold globally, with office workers and members of the armed forces supplying much of its customer base, Telegraph reported.
Kiwi, originally founded in 1906, is sold in more than 180 countries and produces over 50 per cent of the world’s shoe polish products.
Changes in working patterns caused by Covid-19, as well as a rise in preference for more casual footwear such as trainers, has been suggested as the cause for the company’s move out of the UK.
However, British firm Cherry Blossom is reportedly looking forward to cash this gap in the market that Kiwi’s departure will create.
Natasha Seal-Jones, head of marketing at Cherry Blossom, said: “There’s always a place for a shine in your step. Be it a job interview, a wedding or a party, having shiny, clean shoes gives confidence and that need will never disappear. We want to give that confidence.”
Kiwi was created by William Ramsay. It became increasingly popular amid demand from soldiers in the British and US armies during the first world war. It was bought by Sara Lee Corporation in 1984, before being sold in 2011 to SC Johnson.
“After a thorough evaluation, SC Johnson (SCJ) has decided to exit the Shoe Care business in the UK in order to redirect our investments and resources to the company’s strategic businesses and initiatives," SC Johnson said in a statement.
“With this decision, Kiwi will no longer be distributed by SCJ in this market.”
