Is It's All About Shoes Still in Business? (2026 Update)
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Look for It's All About Shoes on AmazonFull story →It's All About Shoes pitched a patented gliding mechanism built into a shoe's base, letting the strap slide off entirely so the shoe could be recycled rather than binned whole, in series 18, with South African-born founder Gaynor Saunders after fifty thousand pounds for forty-five percent of the business, a deal Touker Suleyman agreed to.
Older accounts describe the concept continuing under a new brand name.
One Mechanism, Two Problems Solved
The same sliding mechanism that let the shoe be taken apart for recycling also let the fit adjust to a narrower or wider foot, giving the product two separate selling points built into a single patented design rather than one gimmick stretched thin.
Giving up forty-five percent, nearly half the company, for fifty thousand pounds is one of the steeper trades in this batch, the kind of split that usually reflects a founder prioritising the partnership and the cash over holding onto majority control.
A New Name, Picking Up Awards
Notes on file describe the company now trading as Heelz and Toez, reportedly still active and selling adjustable children's shoes through its own site, with sustainability awards added to its name as recently as this year.
Searching for the original name and finding nothing is explained by that rename rather than by a closure.