The specialist safety footwear market is opening up new opportunities for the merchant sector. PBM puts the questions to ISM, discovering more about the supplier’s key brands of Albatros and PUMA Safety along with its package of support for UK merchants.
Q: Could you give PBM readers a brief overview of ISM?
A: We are a Germany-based safety footwear company with deep roots dating back to the 1930s when we started as an importer of fashion shoes. We pivoted our strategy in the 1980s to begin manufacturing safety footwear and workwear.
Today, after several decades of committed service and innovation, we have emerged as one of the leading manufacturers in the field.
Our product portfolio boasts two strong brands that have made a significant impact on the international stage, including the UK — Albatros, a leading German brand in performance safety footwear and work & outdoor fashion, and PUMA Safety, an athletic-inspired safety footwear range we first introduced in 2002 as PUMA’s exclusive global license partner in this category.
Q: How have you approached the UK market up to this point?
A: We first entered the UK market in 2015, working in partnership with a distributor. Both the PUMA Safety and Albatros brands grew steadily for the first few years, then, as consumer recognition grew, the business began a period of exponential growth over the last 2-3 years.
With a few notable global brands leaving the UK safety footwear market, the PUMA Safety brand especially was in a position to quickly fill this gap and offer consumers a globally recognised brand, with first-class function and a selection of styles in line with the preferences of the UK consumer.
Q: I understand that things are now changing, and you are looking to more actively target UK builders’ merchants. Please tell us more…
A: With the exponential growth in recent years, and the opportunity presented by the changing landscape in branded safety footwear, the UK quickly became a focus for us.
Furthermore, like it or loathe it, Brexit happened and this presented a challenge which impacted all brands operating in the UK. We quickly recognised that supplying the UK market from facilities in Europe had become slower and more expensive, so we took the decision that we could better service the country from a warehouse sited in the UK.
We opened our UK operation in February 2022, stocking 20 key styles of PUMA Safety and 10 key styles of Albatros. This literally transformed overnight how we could interact with the UK.
Minimum order quantities were much smaller, delivery services much quicker and prices were kept highly competitive compared to the competition. Plus, it has opened up the opportunity for us to deal directly with the independent UK retailers, to support and grow this key sector of the market.
“The safety footwear market has changed immensely over the years from a virtually brandless landscape to the exciting landscape we have today where, although safety is still the absolute focus, consumers can enjoy a wealth of designs, brands and huge leaps in comfort and style.”
Q: You are focusing on the Puma Safety and Albatros brands in the UK. What makes these brands stand out in a highly competitive market?
A: Awareness of PUMA as a sports brand is universal, and although PUMA Safety is one of the leading global players in the sector, market awareness that we offer a safety range in the UK is relatively low.
We work hand in hand with PUMA sports, sharing technology and innovation in developing the PUMA Safety range. This shared ethos is behind our market leading athletic inspired footwear — the PUMA range of safety trainers are unparalleled in the market and have taken the safety trainer to the next level.
However, the brand is not just about trainers (as) we have a strong heavier duty range of boots using the same technologies and comfort, but using them in tough, durable, stylish boots specifically aimed at the construction sectors.
All our know-how benefits Albatros too. In fact, many of our technological innovations (for example our IMPULSE.FOAM midsoles) can also be found in Albatros products. Similarly, the brand offers a broad assortment with athletically driven trainers and shoes, riding alongside tough, comfortable heavier duty boots.
All available at highly competitive price points, the whole collection brings a piece of footwear for all environments and all budgets.
Q: What are the USPs of brands? And how do you think they offer something different in an everchanging market coupled with an evolving attitude to safety footwear?
A: The safety footwear market has changed immensely over the years I have been working in it. From a virtually brandless landscape — of black boots in stiff uncomfortable leather, all steel components and outsoles that felt and functioned like blocks of wood — to the exciting landscape we have today where, although safety is still the absolute focus, consumers can enjoy a wealth of designs, brands and huge leaps in comfort and style.
Both our brands firmly lock into this modern market, where safety is still absolutely paramount and the first thought in development, but along with this we can offer style, a strong brand identity, unparalleled comfort and function by using the latest technologies and materials.
Our safety shoes and boots fit as well on the building site as they do in the pub on Friday. They are designed for professionals who demand both safety, comfort and style in their everyday lives.
Q: What support services are available for potential merchant stockists in terms of merchandising, point of sale and any other initiatives?
A: We offer a comprehensive set of support services for our merchant stockists. Our solutions range from compact tower displays for smaller stores to modular slatwall solutions for larger spaces, addressing all types of POS needs.
To highlight new products and key launches, we also provide targeted launch communication materials such as wobblers, posters, and banners.
Q: Finally, what is your message to merchant businesses looking for a new safety footwear partner
A: The UK warehouse doors are open and our stock is ready to go. We’re witnessing strong growth in both our Albatros and PUMA Safety brands, fuelled by our commitment to producing quality, stylish performance safety footwear that meets the demands of today’s workers.
It’s an exciting time to join us on this journey!
Click here for more information about the Albatros and PUMA Safety brands from ISM.
