J.Robins and Sons has been designing and manufacturing footwear in Australia for well over 100 years. The Robin’s family first started making shoes in the 1870’s and the company was first incorporated in 1911. From these humble beginnings, the company continually expanded its manufacturing operations and in 1946 the Robins group joined forces with the W.M.Ritchie marketing organisation to establish a thriving enterprise that was extremely well respected by both the footwear and retailing industry.
Iconic footwear brands such as Robins, Gro Shu, Sandler, Jane Debster, Easysteps and Widesteps were developed and manufactured by the Robins/W.M.Ritchie group. At the peak of domestic footwear manufacturing in Australia, the Robins company had six manufacturing sites in NSW and Victoria and employed in excess of 1,400 people.
Following the Government’s changes to tariff and quota arrangements in the 1980’s, and the resulting increase in imports of low cost footwear, the Company instituted a major review of its operations. The result was the introduction of a strategic initiative to improve the Company’s product quality, responsiveness and competitiveness through investing in technologically advanced plant and equipment; “Quick Response” manufacturing systems; and extensive programs of workforce training and development.
J.Robins would now be considered a leader in team based manufacturing systems with a particular focus on quick response to customer demands and very short lead times in both development and manufacturing.
However, as the domestic supply industry has vanished, J.Robins has pursued a deliberate strategy of vertically integrating its supply chain. From a supply point of view, the company now controls everything from the raw leather to the shoe going into the box, which takes into account design, tooling, engineering, mould making, pack making and the production of components. Investment in new technology has also been essential in improving the productivity and speed to market of new products. In recent years Robins has invested in new moulding technology, CAD design and tooling software, improved plant and product flow along with computer controlled stitching and cutting systems.
Today, Robin’s manufacturing plant at Belmore, in Sydney’s south western suburbs, employs 150 people directly involved in footwear manufacturing, is still a private company and works hard to maintain its Australian shoemaking heritage.
