US giant Timberland PRO has set its sights on conquering a new country. The workwear manufacturer has been in the UK for five years and, although it is already established as a key figure in the market, its decision to host its first press event on these shores in mid-October signalled an increase in ambition.
Timberland PRO professional footwear, protective apparel and gloves are distributed in Europe and some countries in the Middle-East and Africa by Sperian Protection. Not since this exclusive license contract was made in 2004, however, has Timberland PRO drawn such attention to itself as it did on 13th October in the shadow of Battersea Power Station, London.
Here, interior decorator and Changing Rooms TV presenter Anna Ryder Richardson announced an extension of the women’s workwear collection, new products from the construction industry range and a new website to the British press.
New products paraded by models on an industrial-themed set from the construction industry range included the Snyders ankle boot – which provides protection against wet and harsh working conditions thanks to its premium oiled full-grain leather – and waterproof stitching.
The Coolmax lining absorbs sweat to keep feet warm and dry, whilst the two-in-one lacing system provides foot support. Other features include an injected self-cleaning outsole for flexibility, lightness and durability, as well as a breathable, antibacterial insole. Extensions to the range also included the Cruisemax Rigger Boot for comfort and protection in any working environment and the 612 trousers with kneepads for building workers and tradespeople.
Timberland PRO was also keen to stress that it is addressing the growing needs of women working in tough environments. Sperian says that the proportion of women is steadily rising in many sectors previously considered typically male such as transport, industry, construction and logistics.
After launching a special women’s footwear line last year, the brand has now produced a full range of clothing especially designed for the female form. Three key products are the 127 Softshell Jacket, the functional 617 trousers and the 333 women’s cotton T-shirt in black or vintage blue.
The fashion-conscious Softshell Jacket is close-fitting and made from a four-way stretch fabric, which adapts to all body forms. Water-repellent and resistant to wind and cold, it can also be converted into a waistcoast, by removing the sleeves, for all-season wearability.
The lightweight, ergonomic and functional 617 trousers have been designed to ensure unrestricted movement for women at work, with an elastic waistband designed to fit all body shapes, including mothers-to-be.
Timberland PRO’s new website – www.timberlandpro.eu – which also came online in October, has been designed to cater for all business sectors in industry and provide quick and easy access to a range of footwear, gloves and protective clothing for the workplace. Visitors can look up local stores offering products from the online catalogue in the ‘Dealer Locator’ section, and specify their business sector under ‘My Profession’ to view relevant product lines.
Josephine Audoin from Sperian Protection told director-e that the UK is their second biggest market for Timberland PRO after France, so the UK market can expect to see and hear a lot more from this brand in the coming months.