Shetliffe took up the position in 14 May 2024, bringing more than 30 years of experience in the footwear and accessories sector.

Shetliffe previously worked as director, northern Europe at flip flop brand Havaianas.

The British Footwear Association said he played a "pivotal role" in establishing Havaianas as a premium footwear brand, spending his 15 years with the company driving growth through innovative multichannel strategies, digital acceleration, and product diversification.

He also previously served as managing director (b-brands) at the Dune Group and national sales manager, UK and Ireland at British footwear brand Dr. Martens.

Most recently, Shetliffe has been working as a consultant for the eco-luxury footwear brand LØCI.

The British Footwear Association’s chair Jane Wilson commented: “Richard brings superb industry experience and a remarkable record of driving growth in footwear businesses. He has an impressive global network and is well-liked and respected across the industry. The board and I are eager to work with Richard as we pursue our strategic goals to support and serve the membership.”

Shetliffe added: “I am thrilled to be joining the British Footwear Association as CEO. I am excited to explore the opportunities that exist within the British Footwear Association and it is a genuine privilege to be able to represent the footwear sector.

"I also look forward to forging close relations with our members and key stakeholders to ensure that we are building a strong community that supports, represents and promotes the sector.’’

The British Footwear Association named Jane Wilson as chairman of its board in 2022, succeeding Robert Perkins, who held the chairmanship of the BFA for more than four years.

In 2020, the British Footwear Association launched an online 'Shoe School' designed for workers in the footwear sector who have no formal training on how shoes are made.