Growing up in the family business in the beautiful West Country county of Devon, less than 15 minutes from the beach and a half hour from Dartmoor, for the three of us brothers Daryl, Neal and Shaun Fulls, shoes had been a part of our lives from the very beginning.

The family business was a wholesale company regionally distributing footwear and business was good – if not the most exciting!

What we were seeking was something more from the business; something more even than simply being profitable. We were keen to create something distinctive; something that would create a little excitement in the footwear world but would also have some lasting value. And so, in 1997, MOSHULU was born.

Being in the centre of a holiday area it was natural that our thoughts turned towards nautically-themed footwear and our first purchase was of boat shoes from a little factory in Northern Portugal. Having discovered this family-run factory with people who shared our passion for shoes, and who were amazing to deal with, we were confirmed in our decision to major on this for our first collection. (And still all our boat shoes come from them!)

Recognising the need to register a brand we searched for a name that would fit well with us and would reflect something of the flavour of the sea for our initial offering. We stumbled upon MOSHULU, the name of one of the last great grain-carrying four masted barques.

The brand quickly became established as we moved to develop wider collections, and the nautical theme evolved into the holiday experience that encompassed a greater variety of product, full of colour and initiating a more imaginative approach than just ‘selling shoes’

In 1997 we opened our first MOSHULU Concept Shop, a store dedicated to selling only MOSHULU products, in partnership with Richard Marris, who now trades through MOSHULU franchised stores in Fowey, Salcombe, Dartmouth, Looe, Falmouth and Truro.

Over the past 10 years we have sought to learn as well as grow and develop and our collections are now promoted through 30 MOSHULU franchised stores and welcomed in over 200 quality independent footwear retail stores as well as a growing number of prime Garden Centre and leisure developments.

Most of the franchised stores are situated in holiday destinations, many here in the West Country, but they span the country from St. Andrews in the North to Lymington in the South – from St. Davids in the West to Aldeburgh in the East; every store a haven for those who love to shop in a relaxed, casual environment accompanied by excellent customer service.

And MOSHULU continues to be very much a family business; parents Henry and Jenny Fulls are still involved, watchful as the company develops its philosophy of MOSHULU ‘being fun’! It’s about creating that holiday feeling and translating it into everyday footwear that is anything but ‘everyday’. Masses of colour and a passion for comfort – that’s MOSHULU!

Until now the MOSHULU experience has only been available to those fortunate enough to live in these wonderful places, or fortunate enough to be on holiday, but now everyone has the opportunity to recall those heady days of summer by the seaside – MOSHULU is on-line!

We hope that our on-line presence will introduce you to the MOSHULU experience and that you will discover, too, our passion for comfort and quality, and encounter the very best in customer service. Having experienced MOSHULU online why not make a bee-line for one of our stores next time you are in holiday mode and experience the personal side of this thing we call MOSHULU.

Daryl, Neal and Shaun