The concept was originally developed with a budget of US$180,000 by founder Raymond Phua, who utilised his experience developed as a director of the Da Vinci group (which is involved in the distribution and retail of high-end European classical furniture, tableware, stemware, giftware and jewellery).

"Footwear retail is a competitive industry based on fast-moving trends which requires regular product development," Phua reveals. "We have become the fastest growing fashion retail franchise for footwear and handbags in Asia, and offer between 400 and 500 product lines in each shop with a price range between US$20 and US$100.

Our product range is a fusion of fashions from around the world, with products manufactured in-house at our factory in China. We update the lines every month with between 100 and 200 new items, which means that our competitors don't have time to copy our designs."

Walking Culture products are currently distributed in 13 countries including the USA, Singapore, Australia, China, Egypt and Nigeria. Since it began franchising the company has established retail operations in 10 sites so far, most recently launching flagship stores in China, and is in discussions with potential parties in India, Canada and the UK. With further developments including a bolt-on pedicure service, cafÉ and expanded product range to include lines for men, the brand is offering Regional and National Master Franchises across Europe with the UK identified as its top priority market.

"We have developed a Master Franchise package requiring a start up investment of US$100,000," reveals Phua. "We're seeking individuals and companies looking to develop sub-franchise networks in their territories, and require no previous experience in the field as we can impart our expertise in managing a franchise business."