Peter Lawson, Brand Manager for Overland Shoes, explains how wholesalers can help close the PPE gender gap and, in turn, reap the financial benefits.

Imagine the scene. It’s early morning on a new jobsite. You have eight hours ahead of you, most of which will be spent on your feet on hard, unforgiving surfaces. You pull on your safety boots and immediately feel it – they’re too wide, poorly shaped and uncomfortable. You’d ask for a better option but you already know there isn’t one because, as always, the only choice is a generic, male-designed safety boot. So, you make-do with footwear that was never designed for you and, worse still, may actively compromise your safety.

Sounds absurd, doesn’t it? Yet for many female electricians and other tradeswomen, this is the norm. For decades, safety footwear design has centred almost exclusively on the male workforce. When women have been considered at all, it has often been through a superficial ‘shrink it and pink it’ approach, rather than addressing the genuine anatomical differences between men and women. The result is a market saturated with products that simply don’t fit a significant and growing portion of the workforce.

The irony in this is that, instead of protecting the worker, poorly-fitting safety footwear can become a danger in itself. To put this into perspective, electricians and other trade workers walk an average of 10,393 steps per day. That’s nearly five miles every shift, or up to 25 miles each week. Most people wouldn’t dream of attempting that distance in poorly fitting footwear so it’s inconceivable that many women on site are expected to do so week in, week out, operating in sectors that are already considered high-risk.

And it’s not just a comfort issue. Beyond fatigue and reduced concentration, research shows that ill-fitting boots increase strain on the body, heighten the risk of slips and trips and can contribute to long-term musculoskeletal injury. Studies also demonstrate that women forced to adapt to male-designed footwear may alter their gait or posture, further compounding the risk of injury.

Comercial imperative

For wholesalers, as key suppliers of PPE, this represents both a responsibility and an opportunity. As the number of women entering electrics and other trade roles continues to rise, demand for properly designed, female-specific safety footwear will only increase. In this way, addressing the PPE gender gap is no longer a niche consideration but a growing commercial imperative.

The good news is that solutions are already emerging. This is seen in the recent arrival of the all-new Bobcat Safety Footwear women’s collection which has been purposefully designed to deliver the optimal balance of safety, comfort and style for women across all industries.

Engineered with insights from leading sports footwear technology and extensive research into the needs of working women, the dedicated women’s range – built across five distinct design handles – uses anatomically correct, gender-specific lasts to deliver true fit, real protection and all-day wearability.

At the heart of the range is comfort that works as hard as the wearer. Every model carries the signature Bobcat design language, with safety features tuned for real-world jobsite environments and the unique comfort advantage of Redbacks Leaf Spring Technology at the core. Unlike foam or gel inserts, which simply soften the impact, Leaf-Spring Technology helps promote better posture, balance and alignment and reduce strain on the lower body. This technology is particularly effective in reducing the risk of plantar fasciitis, a condition all too common among tradespeople who spend hours on unforgiving surfaces.

No sacrifice

Meanwhile, features such as lightweight materials, composite safety toe caps, metal-free construction and puncture-resistant midsoles ensure maximum protection without sacrificing flexibility or comfort.

Style is accounted for too with the collection spanning four distinctively bold, sharp contemporary styles, shown across 5 SKUs, designed to provide a tailored solution for the full spectrum of real-world requirements. For ultimate versatility, the Akron, available in sleek All-Black or on-trend Sage, brings all-day comfort with a trendy hiker-inspired look, breathable lining and triple-density outsoles. The Rockford adds a sportier edge, pairing a lightweight build with advanced safety features ideal for logistics and light assembly. Rounding out the range, the athletic Clinch keeps feet protected through tough shifts, while the Virginia steps up for high-heat environments with waterproof leather, heat-resistant soles and supportive wedge insoles.

The range also delivers a strong margin opportunity. With RRPs from £85 to £125, wholesalers can capture higher spend while offering a product that women in the trades genuinely want, need, appreciate and value. This is supported by a robust trade marketing strategy that proactively drives customers to the counter – from social media and influencer activity to targeted PR – boosting awareness, footfall and sales.

Closing the safety footwear gender gap is no longer a question of if, but who will lead the way. Those who recognise this shift and stock products that genuinely meet the needs of all workers won’t just be doing the right thing – they’ll be positioning themselves a step ahead of the rest of the market.

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Overland Shoes has introduced Bobcat Safety Footwear, developed under license from Doosan Bobcat, Inc (Bobcat).

The launch represents a significant opportunity for merchants, wholesalers and retailers to capitalise on a bold, new category of safety footwear styles backed by the powerful legacy of the Bobcat brand.

At the heart of Bobcat Safety Footwear is the proprietary Redbacks Cushioning System – a breakthrough in comfort technology. Unlike traditional foam or gel insoles that merely absorb impact, the Redbacks Cushioning System features a unique leaf-spring technology that actively disperses pressure across the foot with every step, reducing strain across the foot and helping prevent fatigue before it starts.

Five distinct outsole series are each named after iconic American industrial locations and engineered for specific trade applications. The Delta series offers athletic-inspired trainers like the Knox (with FitLock speed lacing) and Rockford for indoor environments, while the Summit series provides versatile hikers including the Rapid and Toledo for indoor/outdoor versatility.

The Forge series delivers precision performance with ladder grip technology, the Keystone series offers heat-resistant protection for trades like welding and foundry work and the Bastion series provides maximum protection with heavy-duty boots for the most demanding applications.

Find out more here

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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

The post Face to Face: PEW hears from Overland Shoes about the Bobcat Safety Footwear brand appeared first on Professional Electricians Wholesaler.

Overland Shoes has introduced Bobcat Safety Footwear, developed under license from Doosan Bobcat, Inc (Bobcat).

The new range channels the bold innovation and trusted legacy of Bobcat into a fresh offering for the ‘underserved middle’ segment of the safety footwear market.

The launch represents a significant opportunity for merchants, wholesalers and retailers to capitalise on a bold, new category of safety footwear styles backed by the powerful legacy of the Bobcat brand. Designed to disrupt the market in stand-out style and performance, the collection also delivers exceptional comfort through the exclusive Redbacks Cushioning System.

Redbacks Cushioning System

At the heart of Bobcat Safety Footwear is the proprietary Redbacks Cushioning System – a breakthrough in comfort technology. Unlike traditional foam or gel insoles that merely absorb impact, the Redbacks Cushioning System features a unique leaf-spring technology that actively disperses pressure across the foot with every step, reducing strain across the foot and helping prevent fatigue before it starts.

The range

Five distinct outsole series are each named after iconic American industrial locations and engineered for specific trade applications. The Delta series offers athletic-inspired trainers like the Knox (with FitLock speed lacing) and Rockford for indoor environments, while the Summit series provides versatile hikers including the Rapid and Toledo for indoor/outdoor versatility. The Forge series delivers precision performance with ladder grip technology, the Keystone series offers heat-resistant protection for trades like welding and foundry work and the Bastion series provides maximum protection with heavy-duty boots for the most demanding applications.

Every style in the range showcases design elements inspired by Bobcat equipment – from grip-enhancing tread patterns to the distinctive operator cab ‘cage’ uppers – while all models benefit from the Redbacks Cushioning System’s signature leaf-spring cushioning. The collection includes 15+ styles across both men’s and women’s fits, with safety ratings from S3S to S7L. Most designs feature 100% metal-free construction, with composite safety toe caps and puncture-resistant midsoles. Selected models also include the FitLock quick-release system for fast, secure fastening.

A&A trade fair

Overland Shoes will be attending this year’s upcoming A&A trade fair on 4^th-7th November in Dusseldorf, Germany, where visitors will be able to find out more about Bobcat Safety Footwear at Stand 11C03, Hall 11.

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