Grenson, 
The Good Shoe    

Founder: William Green   

Date of foundation: 1865  

Location: Rushden, Northampton  

Date of Project Commencement: 2015 – on-going  

Or Status of Project: On-going  

Services Required: Interpretation, Cataloguing, Experiential Marketing 

About the Company: William Green founded Grenson in 1866 in Rushden Northampton, an area that had become established as a centre for cordwainers in the Early Middle Ages. By 1875 William Green owned one of the most modern and successful shoe factories in the UK dedicated to making shoes using the Goodyear Welted process. In 1913 Grenson (an amalgamation of Green & Son) became the second brand to be registered in the UK’s advertising history. The company remained in the Green family until 1990. Already falling in to disarray the decades that followed saw many challenges. By 2010, when Tim Little stepped in, Grenson was 24 hours away from closing. Tim Little and his team have resurrected the company and built up a loyal Grenson following.  

About the Project: Grenson approached Penelope to consult on an experiential marketing concept inspired by the company’s history. Penelope delved into the archive to contextualise the company’s history and to bring it to life for an audience of Grenson fans. The project involved interpreting artefacts from the archive, analysing and deciphering historic newspaper ads, cataloguing and documenting stories from the factory floor. Penelope also consulted on the content for accompanying printed material and the organisation, flow of subsequent event as well as hosting the educational experience at Grenson factory.