Ian Cartwright appointed as new CEO of the British Footwear Association

The British Footwear Association (BFA) has appointed Ian Cartwright as its new Chief Executive Officer, effective May 6, 2026. Cartwright succeeds Richard Shetliffe, who steps down after a two-year tenure credited with stabilising the trade body during a volatile period for the industry.

Cartwright joins the BFA from footwear brand Mahabis, where he currently serves as Chief Operating Officer. His appointment brings a breadth of leadership experience across the wholesale, retail, and direct-to-consumer segments. With a career deeply rooted in the sector, Cartwright’s expertise spans product sourcing, supply chain management, and digital commerce.

Jane Wilson, Chair of the BFA, noted that Cartwright’s "hands-on industry experience" would be critical in helping members navigate the increasing complexities of the modern retail landscape. "The Board has full confidence in his ability to lead the BFA into its next phase of growth," Wilson said, while also acknowledging Shetliffe’s contribution to strengthening the association's foundations.

As a long-standing member of the association, Cartwright is expected to leverage his first-hand insight into the priorities of the British footwear supply chain. His leadership is likely to signal a sharper focus on sustainability, digital transformation, and practical value for the BFA’s diverse membership base.

"The industry is facing a period of rapid change, but also significant opportunity," Cartwright said on his appointment. He emphasized his commitment to ensuring the BFA remains a "strong collective voice" for the sector while providing actionable support to businesses navigating a shifting economic environment.