Started by two brothers in 1998, V12 Footwear is a family-run safety footwear manufacturer which has grown to become a brand “trusted globally to build boots that provide long-lasting comfort and next-level protection for those working in the most demanding conditions.” PBM reports.
Having achieved its most successful year to date in 2022, the celebrations are far from over for V12 Footwear. In fact, as the Wiltshire-based company marks its 25th birthday this year, the feeling from within the business is that they’re only just beginning.
Charlie Turner, Head of Sales and Marketing, tells us the answer to V12’s consistent growth lies in its continuing passion for protecting people. He said: “Building a business and increasing growth is all about staying true to your purpose and your passion. Starting out, V12’s mission was to protect as many people working in safety-related industries as we could by getting as many pairs of our boots on their feet as possible.
“That hasn’t changed. When your passion is — and remains — your key driver, then success will follow for all the people involved.”
And success certainly has followed. From modest beginnings, the firm has gone on to work with a number of leading merchant chains and related businesses, including Huws Grey Buildbase, Jewson and Toolstation with Charlie explaining that being true safety footwear specialists has always helped forge strong relationships with merchants.
“Ultimately, V12 Footwear builds its boots for builders. There are a lot of brands who make protective footwear along with other PPE and workwear, but we’re different — we have an undivided focus on safety footwear,” he explains. “We put all of our time, energy and expertise into producing the highest level of comfort and safety for our boots, and that always gives the merchants stocking V12 the competitive edge.”
Charlie also asserts that, through decades of experience serving the construction industry, V12 also understands how important it is to give merchants much more than just a great product. From display and counter boot stands through to dump stacks, the business produces “striking point of sale assets” so its stockists can highlight the safety solutions to their customers.
He said: “Tradespeople are also busy people and often don’t have time to read endless technical information. We always ensure our POS works hard, so the boots and their benefits are clearly and quickly showcased in store.”
Furthermore, enabling stockists to be the trusted voice to their customers is a key priority. This year alone, it has developed an online Boot Finder which allows merchants to help their customers find the right safety boot based on the requirements of their role through just a few clicks. In addition, it has made a series of product training videos outlining the specific applications of its safety styles, so merchants can learn the industry-relevant features of the boots to best benefit the customer.
The next steps
Giving stockists an even more diverse and inclusive safety footwear offering, V12 has just released a true women’s fit metatarsal boot with a patented internal met protection system whilst it is about to build on this with a range of true women’s fit waterproof safety hikers.
Furthermore, the company has recently become certified as a carbon neutral company, straight on the heels of receiving an international sustainability award for its first carbon neutral boot range — and this will support even more sales leverage as consumer demand for sustainable goods increases.
For details on bringing V12 Footwear into your branch or to grow your current range, visit www.v12footwear.com
FACT FILE
Product range: Safety footwear for tradespeople to suit a variety of working environments.
Accreditations: ISO 9001, ISO 14001, BSiF, Satra gold members, LWG, SEDEX, ZeroCarbon® Company, Race to Zero
Turnover (UK): £10m
Distribution / Delivery Lead time: Industry-leading UK stock holding with an order before 16:00 received next day.
Website: www.v12footwear.com
POS support: Its new metal display solution features a slim-line design and striking graphics to catch the customer’s eye. Quick and simple to construct, and easily adjustable so boots of different height can be displayed, the durable metal boot stand showcases merchants’ V12 offering to customers in the most effective way.
Marketing: V12’s charity safety style the ‘BoB boot’ has been marketed with a campaign that has sent interest in this construction boot sky high, generating over 4 million impressions online and creating 20,000 views on the BoB boot product page.
V12 has donated over £10,000 to Band of Builders through the sales of these boots.
Company comment: “V12 Footwear is an industry leader in safety footwear manufacturing, and for more than 25 years, this family-run brand has put people first. Our expertise enables us to recommend the right footwear based on a wearer’s working environment. Using innovation and technology, we aim to improve health, safety and wellbeing at work through proven comfort footwear solutions and trusted industry knowledge — keeping people safe and comfortable whilst at work to ensure they return home to their loved ones at the end of the working day.”
