Town & Country's sales almost doubled in the past couple of months as consumers rushed to gear themselves up for the sustained wintry conditions.
Sales of its Premium Wellingtons (RRP £34.99) were up by 44 per cent for 1 December to 13 January compared to the same period last year, with traditional green and navy still coming out on top as the most popular colour choices.
The company's Classic Wellingtons range fared even better, with like-for-like sales up by 53 per cent. These are available in full length (RRP £12.99) and half length (RRP £10.99).
Chief executive Barry Page said: "We've seen huge increases across the range with men's and ladies' sizes both selling very well."
Hunter Boots managing director Peter Taylor added: "We had an exceptional 2009 and the winter weather has only helped further. We saw double-digit growth in both our countryside and urban markets last year.
"It's very satisfying to see as many city men as women tackling the current conditions in our boots. There are no areas where this is most visible as sales have grown in both the traditional countryside outlets as well as with our urban retailers."
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