In this month’s Face to Face we sit down with Peter Lawson, Brand Manager for Overland Shoes, to find out more about the Bobcat Safety Footwear brand.

With Bobcat being a leading name in the field of heavy machinery – how does this translate to safety footwear?

Bobcat Safety Footwear is designed, developed and delivered by Overland Shoes. We have been building branded footwear businesses for over three decades. Our goal has been to combine Bobcat’s reputation for strength and performance with Overland’s deep understanding of what professionals really want from their footwear.

The result is a safety footwear collection that’s technically advanced and instantly recognisable. But make no mistake — this isn’t rebadging. This is footwear built from the ground up by experts in the category. From angular toe caps inspired by loader geometry to the operator cab ‘cage’ uppers, every design element connects back to 65+ years of Bobcat DNA.   

What technologies and features set Bobcat Safety Footwear apart from other products on the market?

The core differentiators are the innovative looks and the Redbacks Cushioning System — a proprietary leaf-spring suspension technology that disperses pressure evenly across the foot. Traditional foam or gel insoles simply absorb shock. Redbacks helps to reduce fatigue before it starts. For tradespeople working long hours on unforgiving surfaces, the difference is immediate. It also helps prevent common issues like plantar fasciitis — a real concern for many in the industry.

What’s important is that this technology is present in every design, from trainer- style shoes to our most rugged boots. The entire 45-SKU range benefits from the same core performance tech. Most models are fully metal-free, using composite toe caps and puncture-resistant midsoles, and selected styles include our FitLock quick-release fastening system for fast, secure fit.

We’ve also structured the range around five engineered outsole series — Delta, Summit, Forge, Bastion and Keystone — each named after iconic American industrial locations and each designed for specific working environments. Whether it’s ladder grip, indoor agility, outdoor durability or heat resistance, there’s a solution built in. Many electrical contractors will find their ideal and most comfortable safety boots in this range.

What should wholesalers look out for when selecting safety footwear to stock?

The safety footwear market has shifted. The traditional thinking — that customers either buy the cheapest boots they can find or stick to premium heritage brands — is no longer accurate. We now see a fast-growing “underserved middle” market of professionals who want performance, comfort and style, but at a realistic price point. That’s where Bobcat Safety Footwear sits, offering exceptional value and advanced tech at an accessible level.

These buyers are informed. They follow trade influencers, value well-being and want gear that performs without compromise. They’re not going to spend £180 on a name alone, but nor will they accept a boot that causes heel pain or fatigue within weeks. Bobcat Safety Footwear gives wholesalers a credible, comfortable and visually distinctive alternative, one that stands out on the shelf and drives repeat custom.

It’s also worth highlighting our commitment to female tradespeople. Women remain one of the fastest-growing segments in skilled trades, yet many ranges simply adapt men’s boots down in size. We’ve developed dedicated women’s styles built on anatomically correct, gender-specific ‘lasts’, offering proper fit, proportional safety and enduring comfort.

Are you planning to introduce other workwear ranges to the UK market?

Right now, our focus is firmly on safety footwear. This category has been stuck in a rut — dominated by lookalike boots and outdated thinking — and we saw a clear opportunity to do things differently.

What are the aims and objectives for the range in the next 12 months?

Our priority is to build up our stockist network as we establish Bobcat Safety Footwear as the go-to choice in the mid-market — a space that’s ready for change. We are supporting the launch with a full marketing strategy that combines trade PR, social media, influencer engagement and in-store support. That also includes a launch stand at the A+A Show, one of the largest events for PPE specialists.

We’re also investing in PoS assets, product training and sell-in tools that make the brand easy to adopt — and easy to sell. This is a true push-pull approach, designed to drive demand among installers while giving stockists everything they need to convert that interest at the counter.

Ultimately, we want to challenge the assumption that safety footwear has to be either budget and basic or high-end and overpriced. With Bobcat Safety Footwear, we’re proving that real comfort, standout design and serious performance can all come in one box — at a price that works for everyone.

Find out more about Bobcat Safety Footwear here

Catch up on previous ‘Face to Face’ articles here