Country Innovation was established in 1996 by Maria Chilvers. Her career had been running a buying office for outdoor products and she saw a gap in the market for specialist clothing for the bird/wildlife enthusiast. Plunging into the unknown, she gave up her well paid job, company car and company pension scheme and developed the Rover jacket made from Ventile®, a 100% cotton fabric developed during the war to keep RAF pilots alive if they had to ditch into the sea. So successful was it that it still remains Country Innovation's best selling garment to this day. The company initially supplied products via mail order, and the product range soon grew from one jacket to a whole range of jackets, fleeces, boots, bags and accessories.
The One Stop Nature Shop has teemed up with Country Innovation to supply the ideal range of clothing for birding, nature observation, photography and hiking.