Dani's Founder Story
I spent my life savings on 4,000 pairs of wellies.
Twelve years ago I left a stable career with no fashion background, no funding and no guarantee anyone would buy a single pair. Here's how that leap turned into the Australian welly brand that's now blown up in the UK.
WHERE IT STARTED
Wellies weren't just for rainy days. They were a part of daily life.
Growing up on a farm in Victoria, Australia, gumboots — or wellies, as you'd call them here — were part of my daily life: reliable, durable, comfortable and ripe for adventure. Some of my fondest memories are in my wellies with my siblings: bush walks, racing across hay bales, sitting in a paddock making daisy chains together.
Today, those joyful childhood memories have evolved into a life I never could have dreamed of for myself — including watching Merry People take off on the other side of the world.
THE MERRY BEGINNING
No safety net. No experience. Just one big idea.
It all started in 2014. I'd moved from the farm to Melbourne for study and work, and while I was in the city, I couldn't find an all-weather boot that could get me from my daily commute to the corporate world — and then back to the farm on weekends.
The more I thought about it, the more I realised there was a genuine gap in the market. I wondered if I could merge the function of my childhood boots into a trendy, fashionable silhouette for everyday city to country living.
This coincided with a time of feeling disconnected from my true self. After a decade of living in the city, I felt a strong desire to reconnect with the girl I was, who played outdoors and was endlessly curious and carefree.
With some technical help from a friend, a business plan, and a trip booked to China to meet potential suppliers — Merry People wellies were born.
THE FIRST MERRY STEPS
"I can still close my eyes and remember the feeling of standing solo at my market stall — imposter syndrome, and some days, not a single sale. So grateful of how it's all unfolded since."
I started out selling Merry People wellies at farmers' markets on the weekend. As much as those early years were dotted with highs and lows, it was during this time that I became closely connected with my customers — and it shaped my vision for every design that followed.
FROM GRASSROOTS TO GLOBAL
A brand worth standing behind (in both senses).
As Merry People has grown, so has my little family, my team, and my drive to demystify the belief that wellies should be reserved for rainy days only.
My goal has remained simple: embrace wellies as a contemporary part of the everyday wardrobe, no matter where you live — with colours that bring joy to every journey, from Melbourne to Manchester.
To me, that is what Merry People is all about!
"I am incredibly grateful for the experience so far, and I still have to remind myself — as a busy mum and CEO — to embrace all the mess of life, to relish in the unexpected, and to feel present in the smaller joyful moments every day. To me, that is what Merry People is all about. I hope you enjoy them as much as I do."
— Dani xx
From our Merry Customers.
33,000+ people are glad Dani didn't quit.
In the Press
Our Community of Merry People.
From meeting our very first customers at farmers' markets to meeting customers whilst travelling the UK, community is at the heart of everything we do at Merry People.
Twelve Years In The Making
Shop the wellies that started it all — and see why 33,000+ people gave Merry People five stars.
Try them risk free.
Free shipping across the UK
Free standard shipping via Royal Mail on all shoes.
30-day free returns
Size not right? Exchange or full refund within 30 days.
12-month warranty
Every pair is covered for a full 12 months.
True to size
Order your normal size — the neoprene moulds to your feet.