V12 Footwear: Peak performance

V12 Footwear: Peak performance

Whilst the business can reflect upon a successful quarter century, having celebrated its 25th anniversary last year, V12 Footwear says its focus is very much on the future of foot health and safety. PBM considers the latest updates from the Wiltshire-based safety manufacturer, and how its approach is increasing growth for its stockists around the UK.

From a fledgling company started by two brothers in 1998, V12 Footwear has grown into an industry-leading safety footwear manufacturer. Its progress has seen numerous milestones along the way — including award-winning products and brand launches, an ongoing drive for innovation and a trail-blazing approach to sustainable manufacturing — as the business has developed a reputation for producing top-performing boots for wearers working in the most challenging conditions.

Interestingly, the company’s name is said to have been inspired by the V12 engine — famed for its power, strength and high-performance as well as its instantly recognisable appearance – and the family-run business says it continues to drive towards peak protection and a no-compromise attitude to long-lasting comfort and sustainable manufacturing.

The BoB Boot

V12’s BoB boot has been something of an evergreen product for merchants since launching in 2021, driving tradespeople through their doors to get their hands on this sand safety style for all manner of reasons. Originally inspired by the life-changing work that charity Band of Builders was doing for those in the construction sector living with illness and injury, the manufacturer was determined to show its support.

The firm collaborated with the charity to launch the exclusive V2150 BoB safety boot and for every pair sold, V12 donates £5 to Band of Builders. At the end of the first quarter of 2023, the company donated over £10,000 to Band of Builders from the sales of over 2,000 pairs of BoB boots.PBM profiles V12 Footwear, 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.”To add to this, the marketing support for this boot and the charity continues to go above and beyond — literally — with the co-branded V12 / Band of Builders hot air balloon continuing to make flights across the UK, which are regularly photographed and shared online to increasing awareness of the charity and its work.

Focus on Female Fit

The importance of women’s PPE is rightly becoming a major part of the conversation in the building world, and V12 is showing its commitment to giving merchants the best offering. In general, V12 says its boots are famous for their comfort, thanks to a unique mix of traditional shoemaking and innovation.

Working with a “world-renowned lastmaker,” V12 used over 4,000 global foot scans to create a last reflecting universal foot shapes for maximum comfort. Both V12’s men’s and women’s safety footwear ranges are made with this last — meaning that male and female wearers’ specific foot shapes are contoured and supported.

Charlie Turner, V12 Footwear Head of Sales, said: “Women make up 14% of the construction industry, which while still too low, accounts for over 420,000 workers. And this figure is set to rise. That’s a huge number of female wearers needing access to boots which fit their specific foot shape, and our focus is to ensure V12 stockists can meet that demand from women in the building trades.”

As part of this “laser sharp” focus, the manufacturer says its true women’s fit range is continuing to expand, with more styles added in recent months.

Testing Times

A recent report from the British Safety Industry Federation (BSiF) outlined that a significant number of poorly performing, non-compliant safety products are still finding their way onto the market. The BSiF conducted tests on over a hundred non-member safety products and, shockingly, found only 15% were compliant.

Because V12 is a BSiF registered safety supplier, stockists will always have peace of mind they are selling a fully compliant safety product. However, V12 states that it continues to give merchants “more than just peace of mind” by also providing the knowledge and training to further demonstrate to customers the type of testing carried out on the footwear and its value to the wearer. A major focus for V12 Footwear, the company contends that “when it comes to selling safety footwear, knowledge is power.”

On display

While the 25th birthday celebrations are now behind it, V12 asserts that there are plenty of exciting things to unwrap for their merchants in the coming months as well. For example, its new point of sale offering features durable and sturdy construction as well as striking and eye-catching designs to showcase the boots’ “style, strength and safety features” better than ever.

Click here for more information on V12 Footwear’s range of products and support services for merchants.

And see here for details on becoming a V12 Footwear stockist.

With the right product and marketing support from suppliers, sales growth is more achievable than ever. V12 Footwear discusses the ways of providing builders’ merchants with the best tools for the job.

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