Global footwear giant enters UK workplace market through Beeswift Ltd
Beeswift Ltd, the West Midlands safety equipment supplier, has secured exclusive UK distribution rights for New Balance Industrial.
The Birmingham-based firm is now bringing one of the world’s most recognisable sports footwear brands into the British workplace safety market for the first time.
The agreement, facilitated by BTM Group Ltd, which owns the New Balance Industrial brand, will see stock available from July through Beeswift’s exclusive partner programme of selected retailers and trade counters.
New Balance Industrial’s UK stock distribution will be managed exclusively by Beeswift
Darren Washbourne, chief executive of Beeswift, said: “Securing New Balance Industrial distribution exclusively for the UK is a major step for Beeswift.
“This is a globally recognised brand entering the UK safety market, and we are proud to be leading its introduction.
“The range delivers on comfort, performance and protection, exactly what today’s workforce expects.”
The New Balance Industrial collection has six key ranges – Allsite, Calibre, Cremorne, Elite Lite, Speedware and Logic – offering both men’s and women’s fits across safety boots and trainer-style shoes.
Selected styles will feature BOA fit systems, designed to improve fit, convenience and on-site performance.
A brand workers already trust
Matt Goldsworthy, of BTM Group Ltd, said: “New Balance Industrial represents a significant opportunity in the safety category.
“Beeswift’s expertise and market presence make them the right partner to bring this to life in the UK.”
The range is aimed at professionals across construction, manufacturing, logistics, facilities management and trade sectors, combining certified safety protection with the performance-led design for which New Balance is known worldwide.
Beeswift, established in 1981, is headquartered in Aston, Birmingham.
