Peter Lawson, Brand Manager for Overland Shoes, explains why the smart money is on the underserved middle market — especially with the launch of Bobcat Safety Footwear.
It’s a striking statistic: the UK PPE market is estimated to be worth over £2.2 billion annually, with safety footwear accounting for approximately 20% of that total. That’s over £440 million spent on boots, shoes and protective footwear every year.
But within the protective footwear market, there’s been a widespread belief that tradespeople fall into two camps: those who want the cheapest black safety boot going, and those loyal to high-price brands, regardless of cost.
These misplaced ideas can mean you’re losing out on a huge sales opportunity. Take the running shoe market; before HOKA arrived in 2009 and On Running later in 2010, the choice seemed split between budget trainers or premium giants like Adidas and Nike. These two brands spotted the gap and filled it with shoes that were comfortable, distinctively designed and performed, at a mid-price point. These companies now generate billions of dollars globally.
In fact, just like in the running shoe sector, there is an “underserved middle” segment in the safety footwear market who are open to design innovations, want to look great, feel comfortable and protect themselves properly. They will invest in gear that helps them work better, move more freely and look stylish.
“The middle market is no longer a compromise, it’s where value and performance meet.”
In today’s connected world, tradespeople are more informed than ever. They are influenced by design and trends from other industries and consumers. They research their kit, follow influencers and peers on social media. They take their physical well-being seriously.
Most don’t want a £40 boot that gives them heel pain after two weeks, but nor do they see the point in paying £180 for a name alone. This middle market — where boots range from £85 to £125 — is where demand is exploding.
As merchants, this gives you a sweet spot to target; customers who are loyal to performance, not just to a brand or price point. With the Bobcat Safety Footwear range, we are redefining what value means in the safety category — and it’s clear that value isn’t just about price.
Indeed, the biggest driver in safety footwear purchase decisions is comfort. In fact, according to our research, 70% of buyers rank it as their top priority. That’s why every Bobcat style features proprietary Redbacks Cushioning System — a unique leaf-spring suspension system that actively disperses pressure across the foot. Unlike traditional foam insoles that just absorb shock, the system prevents foot fatigue before it starts, helping to stop the strain that triggers ailments like plantar fasciitis in the first place.
Many merchant customers will recognise the technology which has been so effective in another important piece of PPE; kneepads. For tradespeople working long hours, this cushioning isn’t just a nice-to-have, it’s transformative.
Disruptive design
The design language of Bobcat Safety Footwear is as distinctive as the earth moving machinery that gives the boots their name. Every detail, from the aggressive tread patterns to the angular toe shapes and operator cab “cage” uppers, is inspired by Bobcat’s iconic machinery. These designs feel instantly familiar to anyone who already relies on Bobcat, bringing the same sense of strength and reliability from cab to ground.
Overland Shoes has engineered five outsole series to meet the real-world needs of different trades. Whether it’s the Delta series for indoor agility, the rugged Bastion series for outdoor graft or the Forge series with ladder grip zones on the sole, the collection spans 45 SKUs across S3 to S7 safety ratings.
And crucially, we’ve developed purpose-built women’s styles too — not just smaller versions of men’s boots, but bespoke lasts that properly fit and support the female foot.
For stock planners and category buyers, the question is simple: how do you optimise your offering for today’s customer? First, look at your existing sales split. If your range is heavy on price-point product and heritage brands, you’re likely missing the middle.
Second, consider your shelf appeal. Bobcat footwear looks different — angular, technical, modern. It’s built to stand out and prompt interaction. But it’s not just about aesthetics; our 45-SKU range means you can offer the full category under one brand, from trainer-style safety shoes to heavy-duty boots, without needing to stack up competing brands on limited shelf space.
Making margin
The range also offers a compelling margin story. With RRPs starting at £85 and running to £125, you can capture higher spend while offering a product that customers genuinely see difference and value in. Our trade marketing push ensures customers don’t just find Bobcat Safety Footwear by chance — we’re investing in social media, influencers and PR campaigns that will drive footfall and awareness right through to the merchant.
The middle market is no longer a compromise, it’s where value and performance meet. By giving your customers access to technology that can’t be found elsewhere, under a brand name they already trust, you’re offering something far more powerful than price; you’re offering boots built to last, not just fit the budget.
Click here for more information about stocking Bobcat Safety Footwear.
Established in 1987 Overland is a specialist in the design, sourcing and wholesale of branded men’s and women’s footwear.
Contact Peter Lawson at Overland Shoes: peter.lawson@overlandshoes.co.uk or call 07887554205.
