Rubin’s family has been in the footwear business for four generations.

Rubin’s grandfather arrived in London from Lithuania at the end of the 19th century to open a small shoe factory. His great-grandfather was a cobbler in the backstreets of Vilnius. The family shoe retailer, Dune Shoes, which has grown from a single outlet on London's King's Road in 1993 to operate 44 shops and 163 concessions in other stores, made $8.79 million profit on $166.47 million sales in 2009-10. It is worth $48.82 million. That values the Rubin family stake at $ 46.38 million. Daniel Rubin currently has a net worth of $57 million.

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