Simply Feet

What Simply Feet does

Simply Feet is the consumer-facing trading name of Canonbury Products Ltd., a privately held UK limited company headquartered in Brackley, Northamptonshire, operating as a direct-to-consumer e-commerce retailer specializing in orthopaedic footwear, orthotic insoles, and foot care products. The company has been in continuous operation for approximately 40 years (founded circa 1984) and ships across the United Kingdom, Northern Ireland, and Channel Islands, but does not serve the Republic of Ireland. The business carries an 8-person headcount with no external institutional investment or public listing identified.

The core product range is organized around four categories: women's and men's orthopaedic footwear (trainers, boots, sandals, casual shoes) sourced from 15+ third-party brands including Vionic, Birkenstock, Skechers, Ecco, Crocs, Dr Comfort, Strive, Vasyli, Caprice, Merrell, Legero, Allrounder, and Green Comfort; orthotic insoles (comfort, orthotic, arch supports, heel cups, sports); foot care treatments and skincare; and a specialized diabetic foot care line. The company also retails a small private-label range under the Simply Feet Cream sub-brand, principally a 25% Urea Heel Balm. Accessory products from GelX, OrthoSleeve, and Pedag round out the assortment.

The underlying technology is a Magento-based e-commerce storefront with 256-bit SSL encryption, Cloudflare CDN, reCAPTCHA bot protection, Google Analytics and Tag Manager, and a marketing stack comprising DotDigital email automation, Klarna Buy Now Pay Later, PayPal, Braintree payments, and Facebook/Instagram social profiles. The go-to-market is exclusively DTC e-commerce; there are no physical retail locations. Pricing is transaction-based with one-time product purchases (orthopaedic footwear typically £50-£130, foot care products £3.25-£40), free UK mainland delivery on orders over £50, a £5.45 standard delivery charge below that threshold, and a £12.50 surcharge for Northern Ireland and Channel Islands. A partnership with RCPOD (The Royal College of Podiatry) extends the site with a 'Find a Podiatrist' directory feature.

Name

Simply Feet

Legal name

Canonbury Products Ltd.

Website

https://simplyfeet.co.uk

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Simply Feet is a UK direct-to-consumer e-commerce retailer, operated by Canonbury Products Ltd. from Brackley, selling orthopaedic footwear, orthotic insoles, and foot care products from 15+ brands plus its own private-label cream line to individual UK consumers with foot care and diabetic needs.

Ownership category

akta.pro rank

Product category

Orthopaedic and Comfort Footwear Retail

NAICS

Shoe Retailers (45821), Shoe Retailers (4582)

SIC

Retail-Shoe Stores (5661), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Comfort, Orthopedic & Medical Footwear Retail (CRAAADAG)

akta.pro secondary industries

Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL), Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments) (CRADAMAL)

Keywords

• Orthopaedic footwear
• Foot care products
• Orthotic insoles
• Diabetic foot care
• Comfort shoes

Headquarters

HQ city

Brackley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct retail sales of orthopaedic footwear, insoles, orthotics, foot care treatments, skincare, and accessories to consumers through their e-commerce platform. Revenue generated from one-time product purchases at listed retail prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Simply Feet is a UK direct-to-consumer e-commerce retailer selling orthopaedic and comfort footwear, orthotic insoles, and foot care products. The assortment spans women's and men's shoes (trainers, boots, sandals, casuals), condition-specific insoles (for plantar fasciitis, flat feet, diabetes), and foot care treatments (skincare, nailcare, cushions, compression sleeves). The company carries third-party comfort and orthopaedic brands (Vionic, Skechers, Ecco, Crocs, Dr Comfort, Birkenstock, Merrell, Vasyli, Strive, Caprice, Allrounder, Green Comfort, Legero) alongside its own Simply Feet branded skincare items such as the 25% Urea Heel Balm.

Product overview

Simply Feet is an e-commerce retailer specializing in orthopaedic footwear, orthotic insoles, and foot care products. The company offers an extensive product portfolio organized into core categories: Women's and Men's Orthopaedic Footwear (including trainers, boots, sandals, and casual shoes), Orthotic Insoles (comfort insoles, orthotic insoles, arch supports, heel cushions, and sports orthotics), Foot Care Treatments (products for conditions like plantar fasciitis, bunions, corns, and nailcare), and Diabetic Foot Care. Simply Feet distributes footwear and foot care products from numerous partner brands including Vionic, Skechers, Ecco, Crocs, Dr Comfort, Strive, Caprice, Birkenstock, Merrell, Allrounder, Green Comfort, Legero, and Vasyli, as well as its own Simply Feet branded products such as heel balms and foot creams. The company also sells accessory products like GelX gel protection items, OrthoSleeve compression products, and Pedag insoles.

Differentiator

Problem solved

Functional benefit

Brands

• Simply Feet Cream: Own-brand foot care products including heel balm and foot cream

Products and services

• Women's Orthopaedic Footwear Extensive range of orthopaedic shoes for women including trainers, boots, sandals, and casual footwear from brands such as Vionic, Skechers, Ecco, Crocs, Dr Comfort, Caprice, and Birkenstock. Targeted at adult women with foot care needs or comfort requirements.
• Men's Orthopaedic Footwear Comprehensive range of orthopaedic footwear for men including trainers, boots, sandals, and casual shoes featuring comfort-focused brands. Targeted at adult men with foot care needs or comfort requirements.
• Orthotic Insoles Orthotic insoles including comfort insoles (full length and three-quarter length), orthotic insoles from Vasyli, Vionic, and Strive, arch supports, heel cups and cushions, and sports orthotics. Targeted at adults with foot alignment, arch, or heel issues.
• Foot Care Treatments Treatment products for various foot conditions including arch pain, heels and ankles, ball of foot cushioning, toes, nailcare, skincare, and general foot conditions such as athlete's foot, bunions, corns, and verrucae. Targeted at adults seeking treatment for specific foot ailments.
• Diabetic Foot Care Specialized products for diabetic foot care including diabetic insoles and wedges, diabetic shoes, skincare, nippers, and foot protection items. Targeted at adults managing diabetes-related foot sensitivity and complications.
• Simply Feet 25% Urea Heel Balm Treatment for rough, dry, thickened skin on heel and sole of foot containing 25% urea (skin's natural moisturiser) in rich emollient base. Free from parabens and perfume with dementholised mint oil for fresh scent. Available in 56G and 120G sizes. Own-brand Simply Feet Cream product.
• DualGel 3/4 Length Deep Insole (Covered) Dual density silicone insoles with fabric top cover featuring dual durometer construction for extra protection of rear and mid foot tissues. Includes 'Shock Dots' for shock absorption at heel and balls of feet with metatarsal raise. Diabetic friendly.
• Vionic Full Length Orthotics Full support orthotic with heel-to-toe foot coverage designed for everyday use in walking, casual hiking, work shoes and boots. Features biomechanical Vio-Motion Technology, deep heel cup, and antimicrobial top cloth.
• Vasyli Maximum Contact Pro Insoles Low-cost diabetic orthotic designed to protect sensitive feet from excessive pressure. Features dual density EVA and Plastazote foam design with anti-pronation base support. Total contact and comfort design with soft plastazote top layer. Recommended for prescription by healthcare professionals.
• Pedag Viva Insoles Ultra-thin insoles supporting foot in natural movement with reinforced plastic shell for arch support. Features metatarsal raise, cushioned heel pad, premium leather surface, and active carbon filter for shoe climate control.
• Dr Comfort Heat Mouldable Insoles Heat mouldable insoles designed for people living with diabetes, arthritis and other medical conditions. Provides biomechanical support and balance with 40 durometer blue EVA and soft P-Cell top cover. Medicare reviewed product.
• OrthoSleeve FS6+ (PLUS) Foot & Calf Sleeve Graduated compression sleeve providing pain relief for plantar fasciitis, chronic heel pain, swollen arthritic ankles and feet, calf cramps, Achilles tendonitis, and shin splints. Features eleven zones of graduated compression and patent pending shaped-to-fit design.
• GelX Digital Cap Digital protection product fully coated with medical grade vitamin enriched mineral oil gel to soften, soothe and protect toes. Provides cushioning and relief from corns, calluses, hammer toes. Washable and reusable.
• GelX Bunion Toe Spreader Patented bunion relief product that eases pain and provides toe alignment. Reduces pressure on MP joint and provides protection between hallux toe and shoe. One size fits most.
• Crocs Classic 2 Strap Sandal Two-strap sandal featuring original Croslite foam cushion for all-day support. Upper made from Croslite material, unlined, slip-on fastening with flat heel and cushioned footbed. G Fit width.
• Vionic Garnet Yasmin Fashion dress sandal featuring buttery soft leather upper and lining with biomechanical footbed providing three-zone comfort (stability, arch support, cushioning). 81mm rounded block heel with buckle fastening.
• Birkenstock Footbed Tradition Anatomically shaped footbed utilizing the principle of walking barefoot, based on impression left by healthy foot in sand. Features cushioning and stabilization in heel area with raised design supporting natural arch. Suitable for enclosed shoes.

Quantifiable outcome

• Free delivery over £50

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature1 record

Partnerships

One partnership is on record.

• RCPOD (The Royal College of Podiatry)minorStrategic or Co-development PartnerSimply Feet partners with RCPOD to provide a 'Find a Podiatrist' directory on their website, helping customers locate qualified podiatry professionals. This enhances their credibility in the foot care space and provides added value to customers seeking professional foot care advice.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Wider Fit Shoes: UK specialist e-commerce retailer focused on wide, extra-wide and orthopaedic footwear for men and women; essentially a direct niche competitor to Simply Feet in width-fit and medical-grade comfort shoes.
• Pavers: UK-based direct-to-consumer footwear retailer with a strong comfort and wide-fit assortment, very similar target customer (older adults seeking supportive shoes) and mail-order heritage comparable to Simply Feet.
• Hotter Shoes: British comfort footwear brand and retailer operating its own DTC e-commerce site with a wide-fitting, orthopaedic-leaning range that competes head-to-head with Simply Feet's core women's and men's comfort lines.

Broad incumbents

• Schuh: Large UK footwear multi-brand retailer with strong e-commerce; carries overlapping brands (Skechers, Birkenstock, Crocs) and competes for casual and comfort footwear demand, though with a much broader mainstream assortment.
• Clarks: Iconic British footwear brand with own DTC site and broad retail footprint; competes in the comfort and casual footwear space where Simply Feet also sells, though at a much larger scale and broader demographic.
• Boots: UK pharmacy and health retail chain with a large online foot care category including insoles, orthopaedic socks and treatments, overlapping with Simply Feet's foot care treatments and diabetic ranges.
• Amazon UK: Dominant UK online marketplace that lists most of the same orthopaedic footwear and insole brands Simply Feet sells, with broader assortment and Prime delivery, setting the benchmark for convenience-driven shoe purchase online.
• JD Sports: UK's largest sports and casual footwear retailer with extensive e-commerce; carries Skechers, Crocs and other comfort-leaning brands, providing scale competition for the same brands Simply Feet lists.

Emerging players

• Orthotic Shop: UK specialist online retailer of orthotic insoles and foot care products; narrower assortment than Simply Feet but a closer direct competitor specifically within the insole and orthotic subcategory.

Regional players

• Footasylum: UK-based footwear retailer with strong online presence focused on trainers and casual footwear from brands like Skechers and Birkenstock; comparable in UK market positioning but skews younger than Simply Feet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Simplyfeet
• Instagraminstagram.com/simplyfeetuk/?hl=en
• LinkedInlinkedin.com/company/simply-feet

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simply Feet