How Aussie gumboot brand Merry People is taking on industry giants

Australian entrepreneur Danielle Holloway started Merry People to fill a gap in the market for comfortable, well-made gumboots that didn’t cost an arm and a leg. “My friends were either buying really expensive gumboots from designers like Burberry or Hunter, which were $200-300, or really cheap, plasticky ones,” Holloway told Inside Retail. “I remember thinking, ‘I hope someone designs a really great gumboot because there should be something in the middle.’” Sin

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