Why not just open a children's shoe shop?

It’s something I’ve been asked many times over the years, often by people interested in opening their own CeCe & Me. Some see a franchise as a potential stepping stone to a shop of their own one day.

And I completely understand where it comes from. For most of us, getting children's shoes fitted has always meant a trip to the high street. So when you spot a gap for expert fitting in your area, a shop is where your mind naturally leads you. And for some, being a shopkeeper is a long-held dream.

Of course, I asked myself the same question when I was looking for a better way to get my children’s shoes fitted. Eleven years on, I’m still running the business this way, with no plans to open a shop, and the same model is now working for franchisees in other areas too. So let me explain why I chose this route, and why I still believe it’s the stronger one.

The high street has been hit hard

Children's shoe shops are closing at a worrying rate. Research from Simply Business recently named shoe shops the most endangered independent business on Britain's high street. Behind every closure is someone who loved what they did, often battling rising rents, rates and energy bills while footfall falls.

When a children's shoe shop closes, families lose more than somewhere to buy shoes. They lose expert advice at the age it matters most, and many parents are left guessing on size and fit. That's where CeCe & Me can step in. Not to replace good shoe shops, but to reach the families who no longer have one nearby.

Lower overheads, lower risk

A shop comes with costs before you've fitted a single foot: rent, business rates, heating and lighting, a shop fit, and usually staff to cover opening hours. Those costs are fixed, whether it's a cold, quiet Tuesday morning, or you want to see your little one perform in their school nativity.

Our model strips most of that away. Your fitting room can be wherever it's convenient: at playgroups, nurseries, cafés and soft play, welcoming families into your home or visiting them at theirs. There's no lease, no rates bill and no one else's wages to cover each month. Getting started costs under £10,000, including your stock. Less risk, and more of what you earn stays in your pocket.

Hours that work for you, and for families

A shop dictates your hours for you. If the sign on the door says nine to five, you're behind the counter whether anyone walks in or not. Fitting that around school runs and sick days is hard.

With CeCe & Me, you have control over your week. When I started, I worked three or four mornings a week, doing pop-ups and appointments, and did admin in the evenings. The flexibility suits families too. Parents can plan a fit check during their regular playgroup visit, or book an appointment at a time that works around naps, combining it with a trip to the park, rather than battling into town with a fractious toddler.

A focused range for the early years

There's generally an expectation that a shop will offer a wide range, from first shoes to teenage trainers. That means a huge outlay in stock, a lot of money tied up in boxes and a range increasingly shaped by fashion. In my experience, the older children get, the more they want what their friends are wearing.

We focus on the early years, children aged one to five. At this age, fit and healthy foot development come first, and parents are looking for guidance rather than a logo. It means we can keep a slim, carefully chosen range of brands selected for fit and quality, and give every child the time a proper fitting deserves.

The parts I didn't plan for

Some of the most rewarding bits are the ones that never figured in my business plan. Because parents know they'll see you every few months, you get to know each other, and so do the children. Little ones who were wary at their first fitting greet you by name a year later. You begin to feel really connected to your local community.

Running a shop can be lonely. As a CeCe & Me franchisee, you’re never on your own. You’re part of a network of like-minded mums doing the same work: sharing ideas, helping each other track down stock and cheering each other on.

Where children's shoe fitting goes next

I don't believe the need for expert children's shoe fitting is disappearing. But family life is busy and the way parents shop is changing. The future looks more flexible, more rooted in the community and more focused on helping parents understand foot health, not just selling shoes. That's what I wished existed when my girls were little and it's the belief CeCe & Me is built on. Being named Independent Footwear Retailer of the Year at this year's Drapers Footwear Awards was a sign the industry is starting to see it too.

My ambition is simple: a CeCe & Me fitter in every area without a good children's shoe shop.

So if you picture yourself as a shopkeeper, what really draws you to the idea? If it's the children, the families and being at the heart of your community, there may be another way to achieve your vision.

If you'd like to explore the idea further, you can read more about the franchise here, and book a relaxed, no-pressure discovery call when you're ready to talk through the opportunity in your area.