Susie’s Sheepskin Boots, the well-known and well-loved sheepskin boot company which has been trading in Narberth since the ’70s, is under new ownership and moving to Tenby, and Susie couldn’t be happier.

After 45 years of dedication and commitment to her trade, Susie Lincoln is hanging up her boots to take a well-earned retirement. Bethan Thomas, a native of Saundersfoot, is looking forward to the challenge of taking over the reins of the colourful and popular business.

Bethan recently returned to live in Pembrokeshire prior to the birth of her son Osian, after working away in London, Dubai, America and Manchester as a successful senior fashion buyer and designer. She wanted to return to her home county with her partner Ben, to be close to family, friends and the beach. 

“Buying Susie’s Sheepskin Boots was a no brainer” Bethan said, “the brand is already a local household name there’s a huge following with further scope to scale and grow the business.”

Susie Lincoln says: “I am thrilled and excited to be handing my well-loved business over to Bethan. I am sure my loyal customers are going to be charmed by her and delighted that our sheepskin boots and slippers will continue to be made in Pembrokeshire.”

The response on Facebook has been overwhelming as customers are so pleased the business will continue in Pembrokeshire. 

Susie and her team have and will continue to support Bethan where she has received extensive training and mentoring. Three existing members of staff; Ruth, Paula and Jenny are delighted to be joining Bethan on her new venture, each having over 10 years’ experience manufacturing Susie’s Sheepskin Boots, slippers, hats, bags and more!

Supported by Pembrokeshire County Council and Pembrokeshire Lottery, Bethan will be operating from Tenby Market where the boots will be made and sold. She also has plans to revamp the current website and to allow customers to build and personalise footwear styles in real time, online.

The unit in the market will be open by June 29 and you can browse products on Susie’s Sheepskin Boots Facebook page, Instagram or at