WORKWEAR
Lawson continues, “This translates to over £440 million spent on boots, shoes and protective footwear every year. That figure isn’t just a statistic; it represents real customer demand and a clear opportunity for merchants ready to rethink their range. “Enter Bobcat Safety Footwear from Overland Shoes: a completely new offering in the safety footwear space, built from the ground up with comfort, performance and protection in perfect balance. Designed using insights from leading sports footwear technologies, Bobcat integrates lightweight
materials, flexible soles, and ergonomic footbeds that support all-day wear without compromise.”
Safe and comfortable A good piece of PPE should offer a combination of both comfort, and safety compliance. As Lawson highlights; “At the heart of every Bobcat boot and shoe is comfort that works as hard as the wearer. Every style features Leaf-Spring Technology, helping disperse pressure and reduce shock with every step while maintaining balanced support across the entire length of the footbed. Unlike foam or gel inserts, which simply soften the impact, Leaf-Spring Technology helps promote better posture, balance and alignment and reduce strain on the lower body. This technology is particularly effective in reducing the risk of plantar fasciitis, a condition all too common among tradespeople who spend hours on unforgiving surfaces.” Independent testing by the Shoe and Allied Trades Research Association (SATRA) has shown that the Leaf-Spring Technology improves impact shock absorption by up to 46%, delivering industry-leading protection and outperforming competing insoles by as much as 30%.
Forge Dakota
“Within the range five outsole series provide tailored solutions to meet the full spectrum of real-world requirements across different trades. Whether it involves indoor agility, outdoor endurance, or ladder grip performance, the collection encompasses 45 SKUs across S3 to S7 safety ratings. It also includes purpose-built women’s styles - not merely smaller versions of men’s boots, but designs crafted on bespoke lasts to ensure a
Bastion Fargo
proper fit and superior support for the female foot.
“Style is accounted for too with a choice of modern trainer-inspired profiles, rugged hikers and heavy-duty industrial boots combining bold design and sharp styling. Meanwhile, features such as lightweight materials, composite safety toe caps, metal- free construction and puncture-resistant midsoles ensure maximum protection without sacrificing flexibility or comfort. The result is safety footwear that not only performs but looks the part as tradespeople increasingly seek products that reflect both professionalism and personal style.
A clear opportunity With RRPs starting at £85 and running to £125, Lawson claims the range also offers a compelling margin story. He claims merchants can capture higher spend, while offering a product that customers genuinely see a difference and value in, reinforced by a robust trade marketing strategy, ensuring Bobcat Safety Footwear reaches customers proactively - from social media and influencer campaigns to targeted PR efforts - driving awareness, footfall and sales straight to the trade counter. “In terms of maximising the opportunity,” Lawson says, “merchants should familiarise themselves with the full Bobcat lineup, including the different safety ratings, outsole types, and women-specific designs, to provide knowledgeable, informed recommendations to customers. The good news is that most tradespeople are already well acquainted with the legacy and pedigree of the Bobcat brand, so merchants can leverage this existing trust and recognition.
“Equally important is to actively engage with marketing campaigns, in-store displays and product demonstrations – Bobcat Safety Footwear is designed to stand out from the competition, making it easier to upsell. Finally, merchants should stock strategically, ensuring that key SKUs and popular styles are readily available across safety levels and sizes. A well- stocked, visible range signals a commitment to worker comfort and can drive repeat business while maximising sales opportunities. “The rise of comfort-focused safety footwear is more than a trend. It’s a market shift that merchants can’t afford to ignore. More than ever, today’s workers are expecting boots and shoes that protect, support and feel and look good. By taking advantage of the latest breakthrough in the safety footwear category, merchants can ensure that they stay one step ahead of the competition in what promises to be an exciting and lucrative growth opportunity.” BMJ
January 2026
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