THE owner of a successful chain of shoe shops is off to London today to see if he can take the title of top retailer in the country.

Robin Elt Shoes has made it into the last three short-listed retailers out of more than 700 in the national UK Shoe Awards.

Owner Robin Elt is taking his team to a glittering awards ceremony at the Dorchester Hotel tonight where they will find out if they have the mettle to take the title from retailers, Poste, of South Molten Street, London, and www.ShoesDirect.com, based in Maldon, Essex.

The independent shoe retailing business, based in Malvern, has been run by the Elt family since 1872 when Mr Elt's great-great-grandfather opened a shop in Worcester's High Street.

It has made its name as a supplier of high-quality men's shoes and is now run by father-and-daughter team Robin and Jenny Elt, with shops in Worcester, Malvern, Evesham, Hereford and Leominster.

Mr Elt said it was the company's "undefeatable" range that meant it could compete with the big boys.

"We've entered the awards a couple of times in the past but we've so dramatically altered our business in the last 18 months that we're now in with a chance," said Mr Elt.

"We've altered the balance of our range to include far more lifestyle and fashion brands - such as Rockpool, Timberland and Hugo Boss - while still keeping our ranges of quality, traditional shoes.

"But whereas most people take something out when they put a line in, we've simply added on. Ours is now undefeatable - no one's got the range we've got.

London companies

"Hence we're up against the London companies - normally we wouldn't dream of being able to compete."

Last year, the company, which also has two shops in Devon, had an excellent year, taking the Retail Excellence Award in the Platinum Awards for Excellence, run by Malvern Hills District Council.

It also secured a concession in the exclusive men's clothing chain, Hooper's, in Cheltenham.

"It is a great accolade for the team to reach the final judging from more than 700 stores," he said.

"I feel it reflects not only the breadth of our international labels but, more specifically, the huge rapport our customers enjoy with our staff throughout the business."