V12 Footwear is a family-owned safety footwear manufacturer based in Chippenham, Wiltshire. For 25 years, the company says it has been driven by “a passion for safety, comfort and well–being for its wearers,” creating tough work boots for tough conditions. Here, PBM speaks with Charlie Turner, Head of Sales and Marketing.
Q: How did you get into the industry and to your current position?
A: It would not be an exaggeration to say I was born into it. As fifth generation shoemakers, footwear really is in our genes. I am passionate about improving people’s health, safety and well-being, so safety footwear is the perfect product for me.
I started in customer service taking responsibility for any faulty returned products. I really enjoyed this, as I love turning someone’s challenge into a positive — and it allowed me to learn a huge amount about shoemaking too. From there I went into marketing, and after learning a huge amount, progressed to manage a team.
I’m now responsible for sales as well as marketing, with a focus on making the two functions work more closely to maximise impact.
Q How do you feel the industry has changed in recent years?
A: A lot has changed. COVID drove more people to purchase safety footwear online and some of the ‘big sheds’ have made huge progress, especially in the safety footwear sector in gaining market share.
However, despite the rising appetite for online purchasing, safety footwear sales continue to grow through merchants because people can buy boots and take them away rather than wait for delivery — so if their boots break, they can change them straight away.
“Ensuring a good balance of stock can be demanding. With a drive for merchants to reduce cash tied up in stock — especially given the staggering increases in the cost of materials — it’s important not to go the other way and not have stock available.”
Q What are the current challenges facing your company?
A: As many companies are experiencing, supply is increasingly challenging due to current geopolitical instability. However, we have been working on a program for the last three years to bring production closer to home to help mitigate this and maximise our positive environmental impact.
Q What are the current challenges facing the merchant sector?
A: Ensuring a good balance of stock can be demanding. With a drive for merchants to reduce cash tied up in stock — especially given the staggering increases in the cost of materials — it’s important not to go the other way and not have stock available.
This applies particularly to safety boots, because if you don’t have the right size in stock, customers go to another seller.
Q How important is the issue of sustainability becoming to the merchant sector?
A: While it’s now a much bigger part of the conversation, I’m not sure if sustainability is a major decision maker for most people yet — but it is a bonus if the product looks good, is at the right price and there’s confidence that the brand is doing their part for the environment.
However, sustainability is very important to V12, and I’m glad to say we’re well ahead of the competition. Not only are we a carbon neutral company but we have a range of carbon neutral boots too.
Q And what has been your biggest challenge so far?
A: Forecasting sales accurately and then selling to this forecast. It will never be 100% accurate, but with the significant lead times that safety footwear has due to the lengthy production time (between 60 and 100 processes to make a shoe), ensuring we sell what we forecast can be challenging.
Q What has been the highlight of your career to date?
A: The launch of the BoB charity boot, in support of the Band of Builders. This was a project very close to my heart, but it would have been impossible to achieve without the amazing collaboration from the team at V12 and the Band of Builders crew.
This boot symbolises two of my great passions — footwear and giving — in one package!
Q Where do you see yourself in five years’ time?
A: I love to support people’s development and am passionate about teamwork. If I help people to grow over the next five years, that will feel like a personal achievement.
I’d also like to be in a position where I could spend more time with my family.
Click here for more information on V12 Footwear’s range of products and support services for merchants.
