While the company can look back on a successful quarter-century, having celebrated its 25th anniversary last year, V12 Footwear asserts its focus is firmly on the future of foot health and safety. PBM examines the latest developments from the Wiltshire-based safety manufacturer and how its approach is driving growth for its stockists across the UK.
Starting as a fledgling company founded by two brothers in 1998, V12 Footwear has evolved into a leading safety footwear manufacturer in the industry. Its journey has been marked by numerous milestones, including the launch of award-winning products, brand expansions, a continuous pursuit of innovation, and a pioneering commitment to sustainable manufacturing. The company has gained renown for crafting high-performing boots tailored for wearers operating in the most demanding conditions. Interestingly, the company’s name draws inspiration from the V12 engine, renowned for its power, strength, high-performance, and distinctive appearance. The family-run business remains dedicated to delivering peak protection, uncompromising comfort, and sustainable manufacturing practices.
The BoB Boot
V12’s BoB boot has become a staple product for merchants since its launch in 2021, attracting tradespeople for various reasons. Originating from the impactful work of the charity Band of Builders, dedicated to supporting individuals in the construction sector facing illness and injury, the manufacturer was keen to lend its support.
In collaboration with the charity, V12 introduced the exclusive V2150 BoB safety boot. For each pair sold, V12 donates £5 to Band of Builders. By the end of the first quarter of 2023, the company had contributed over £10,000 to Band of Builders from the sale of more than 2,000 pairs of BoB boots. Furthermore, the marketing efforts for this boot and the associated charity extend beyond conventional measures, with the co-branded V12/Band of Builders hot air balloon making flights across the UK, garnering attention and raising awareness online about the charity and its initiatives.
Focus on Female Fit
The importance of women’s personal protective equipment (PPE) is increasingly recognised in the construction sector, and V12 is committed to providing merchants with the best offerings. Generally, V12’s boots are renowned for their comfort, achieved through a blend of traditional craftsmanship and innovative techniques.
Collaborating with a renowned lastmaker, V12 utilised over 4,000 foot scans from around the world to create a last that accommodates universal foot shapes for maximum comfort. Both the men’s and women’s safety footwear ranges from V12 are based on this last, ensuring that the specific foot shapes of male and female wearers are accommodated and supported.
Charlie Turner, Head of Sales at V12 Footwear, stated: ‘Women constitute 14% of the construction industry, a figure that is set to rise. This represents a significant number of female workers requiring access to boots tailored to their specific foot shapes. Our focus is to ensure that V12 stockists can meet the demand from women in the building trades.’
As part of this focused approach, the manufacturer continues to expand its true women’s fit range, with additional styles introduced in recent months.
Testing Times
A recent report from the British Safety Industry Federation (BSiF) highlighted the presence of a significant number of poorly performing and non-compliant safety products in the market. Conducting tests on over a hundred non-member safety products, the BSiF found that only 15% met compliance standards.
As a registered safety supplier with the BSiF, V12 assures stockists that they are offering fully compliant safety products. However, V12 goes beyond offering mere peace of mind to merchants by providing knowledge and training to effectively communicate to customers the testing conducted on the footwear and its benefits to the wearer. V12 Footwear emphasises that ‘when it comes to selling safety footwear, knowledge is power.’
On Display
While the celebrations for its 25th birthday are now behind it, V12 affirms that there are numerous exciting developments in store for its merchants in the upcoming months. For instance, its new point of sale offering features robust construction and eye-catching designs to better showcase the boots’ style, strength, and safety features.”
