PRODUCT SPOTLIGHT: Steel Blue safety footwear

PRODUCT SPOTLIGHT: Steel Blue safety footwear

Steel Blue has been supplying safety footwear to the Australian market since 1995 and today lays claim to being the country’s leading safety footwear manufacturer, launching into the global safety footwear market in 2004. PBM reveals more.

Having spent 15 years working together in the safety boot industry, the five founding Directors had a vision to do things differently. They wanted to create a company that was committed to value for money, with superior underfoot comfort and were prepared to stand behind their product with a “now legendary” 30-Day Money Back 100% Comfort Guarantee on all products.

From these humble beginnings, Steel Blue has gone on to become a major force in the safety boot manufacturing business with distribution centres across the globe.

John Cooper, UK & Ireland Area Manager, said: “Boasting a comprehensive research and development team, Steel Blue was the first to develop Tri-Sole Comfort Technology — a unique three density soling system offering a high level of comfort, shock absorbency and energy return that reduces foot fatigue and help protect the foot against stress-related injury to the ankles, knees, hips and lower back.”

The company backs its innovative approach with its 30-Day Comfort Guarantee offer, meaning that if users are not happy within the first 30 days, they will get 100% of their money back. The full range of safety boots also carries a six month manufacturer’s warranty.

John says that Steel Blue’s manufacturing technology continues to develop, and it now offers a comprehensive range of work boots that specifically cater for a vast array of trades, workplaces and lifestyles from building and construction to the mining, oil and gas sectors.

He continued: “Our range of premium work boots have been designed to meet the growing needs and requirements of customers. Two of our most popular styles include the Argyle and Whyalla boots which are available with different features to suit a range of industries, including a Nitrile outsole that is heat resistant to 300°C, a built-in Metatarsal Guard which provides superior impact protection, a bump cap for extra toe protection and an industrial grade side zip for easy ‘on and off’.”

The full Steel Blue range of men’s and ladies safety boots are S3, have earnt European Safety Footwear Certification CE EN ISO 20345, include shock absorbing Poron inserts and are made from premium water-resistant leather. The women’s range is made with a true ‘ladies fit’, with a higher arch and a smaller in-step.

As with its other territories, Steel Blue’s growth strategy in the UK is focused on the builders’ merchant sector. John explained: “The Steel Blue business model focuses on distribution and sales of our products solely through agreed dealers. It is a policy backed by CEO Garry Johnson not to sell direct to consumers. The success of our growth is in the development of core partnerships with merchants that have a strong brand alignment and distribution network across the region.

“Essential to our partnerships is providing comprehensive training for their staff, collaborating on marketing initiatives and creating tailored point of sale to suit their merchandising requirements.”

Steel Blue’s distribution base has grown worldwide, reinforced by global distribution facilities including a European Distribution Centre that stocks over 20,000 pairs to ensure prompt and effective distribution to customers.

For a limited time, Steel Blue wants PBM readers to experience the comfort and quality and is giving you the opportunity to try a pair of Steel Blue work boots of your choice for free, without any obligation. To claim your free pair, simply contact Steel Blue on 0114 321 6433 or email

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