JCB Safety Footwear exceeds business targets
(10/09/2007)

SSP Ltd, the licensee for JCB’s advance into branded clothing, has reported strong sales following the launch of its JCB Safety Footwear range to specialist workwear stockists, last year.

Initial sales of the JCB Safety Footwear range have exceeded SSP’s target expectations and in response the licensee, who trade as JCB Workwear, has ramped up its design, sales and marketing teams. The developments lay the foundation for the planned expansion of JCB Workwear into men’s and women’s branded clothing and accessories.

Patrick Duwernell, SSP’s International Sales Director said: “Phase one of the JCB Safety Footwear launch has exceeded business targets. Preliminary stock levels sold out far quicker than anticipated. Stockists and end users, who initially tested the new safety footwear, have been first to place advance orders. This clearly reinforces that JCB Workwear’s product, positioning and customer service are on track to deliver to the wider workwear market.”

The dedicated JCB Workwear team has been primed for the launch of an extended product range with two key sales appointments. John Smith, formerly UK Sales Director at Wolverine World Wide, manufacturers and distributors of Caterpillar Footwear, joins JCB Workwear as UK Sales Director. Debbie Johnson also leaves Wolverine World Wide to join the JCB Workwear sales team as UK Womenwear Key Account Manager.

To deal with the ever increasing volume of sales enquiries from the international markets, Patrick Duwernell’s role has been changed to that of JCB Workwear International Sales Director. He continues his role within the marketing function.

“Our team of specialist sales and marketing professionals are now working to increase the number of global JCB Workwear stockists in order to maximise the safety footwear’s market capacity and secure key stockists for the new clothing and accessories.” Duwernell added.

“The move into commercial workwear is a natural progression for JCB’s brand ethos and desire to provide innovation, strong, high performance products for the outdoor construction, building, agricultural and heavy engineering industries. The brand is poised to make a move on a niche in the market and capitalise on consumer readiness for more JCB goods. We plan to be a major supplier to the key players of the sectors within the next 12 months.” commented newly appointed Smith.

UK retailers are currently receiving point of sale materials including a full range brochure, technical guide - which pinpoint the unique safety features of the boot and a detailed guide to match work capacity with the correct safety footwear. Branded displays are in the shape of a classic JCB digger arm.

JCB Safety Footwear is available at leading workwear retailers and distributors in UK, Ireland, France, Italy and Australia.