GLUV is hitting new heights by marking the launch of its biggest ever ranges with a link-up to one of the UK's leading low-cost airlines, bmibaby.com

In a novel initiative, the leading women's comfort shoe brand is supplying shoes for all female cabin crew members who work for bmibaby, the airline with tiny fares.

Gluv and bmibaby are ideal partners for demonstrating the everyday comfort and support that is designed into every shoe - showcased on the new website www.gluvfootwear.co.uk

The link-up comes as the manufacturers of Gluv, William Lamb Footwear, introduce an improved and expanded range of ladies shoes as a result of increasingly-buoyant sales. It is poised to introduce an autumn/winter range for the first time on the back of this success.

Part of the new range will feature Gluv memory foam that harnesses the latest in pressure-sensitive technology to remember the shape of people's feet. All feature leather uppers and linings, and flexible shockproof soles.

"Comfort, style and quality are the hallmarks of Gluv which make the range the perfect choice for busy, working people who are on their feet all day - and who better to benefit from these qualities that an airline's cabin crew travelling at 30,000ft," said William Lamb's sales director Chris Hargreaves. "They are the shoes your feet would choose."

As part of their shifts, bmibaby cabin crew work on average 12 hours a day, 4.5 days a week - and most of this time is spent on their feet, either on board the aircraft, or walking to and from the terminal building.

Mr Hargreaves added: "bmibaby cabin staff are really complimentary about the Gluv designs as they meet the stringent safety criteria regarding non-slip soles, and heel height and shape."

Kellie Joyce, head of cabin services, bmibaby, said: "Finding comfort shoes that look stylish is a difficult task for any woman, but when they need to conform to a specific airline uniform criteria then the task is made even harder! bmibaby is pleased that William Lamb Footwear has been able to provide such a great solution through its Gluv ladies' shoe range.

"It's an excellent product, and one that we will be proud to wear. The anti-slip sole is a huge bonus - and factor in the colour and comfort and it's a winning combination for bmibaby ground staff and cabin crew who walk on average 6 miles each day."

Gluv is stepping up its marketing activities following the launch of its latest ranges. As well as teaming up with bmibaby, it is mounting a wide-ranging advertising and PR campaign, targeting the consumer press as well as bmibaby's in-flight magazine Yeah Baby!

Based in Wakefield, West Yorkshire, privately-owned William Lamb Footwear have been renowned shoe and boot makers since 1887 - some 15 years before the Wright brothers made their historic first air flight. Gluv is just one of its range of ladies sandals and shoes designed with stylish looks and produced to the highest standards possible.

bmibaby was launched in March 2002 and operates from four UK airport bases: Birmingham, Cardiff, East Midlands and Manchester. The airline has been going through a rapid expansion programme and now offers over 900 flights a week to 24 European destinations. Fares start from just £18.99 one way including taxes and charges.

For more information on the Gluv range of ladies shoes please visit: http://www.gluvfootwear.co.uk

About the Author

Matthew has put together various articles on the UK footwear industry