Barry Page, Chief Executive, puts it down to one thing - quality.  He says:  “We believe that with our Premium Wellington range we have the best quality boot currently available on the market.  With a price tag of just £39.99 for a boot that is British designed and hand crafted from natural rubber - and the equivalent competitor product retailing at over twice the price - our Wellingtons represent extremely good value for money.  We are continually investing in footwear to improve the quality of the fit and the durability, and consumers literally are voting with their feet.”