Dunlop® Protective Footwear (Hevea)
Hevea manufactures and markets waterproof and protective boots under two distinct brands: Dunlop® and Viking. Dunlop® is an established brand across Europe. It manufactures boots with reinforced toes for use in industrial situations, insulated boots designed for prolonged use in cold conditions, as well as traditional “Wellington” boots for agricultural uses. Viking is a marketing company that sources all of its boots from third party manufacturers in the Far East. Its boots are aimed at the leisure market and are designed for everyday wear as well as for walking, hiking and outdoor pursuits. Viking operates in the Nordic region only. GEM Benelux acquired Hevea from the Dutch listed company Vredestein.Key attributes of Hevea are its strong established brands in their respective market segments and the ample growth opportunities offered by making further investment in these brands. In addition, the company owns a proprietary production technology with regard to its PUROFORT® boots, providing a strategic advantage over its main competition. The PUROFORT® boots technology provides unique features with regard to safety, protection and fit for optimal comfort.
First step in GEM’s strategy was to separate Hevea’s Dunlop and Viking business units into two stand-alone companies to manage them individually to their fullest potential. A significant invest program for both companies has been set-up, entailing expansion of production capacity and the development of new product ranges, which programs are currently being implemented by Hevea management. In 2006 and 2007 the capacity in the Dunlop factory was expanded with more than 50% to accommodate the strong growth. Early 2007 the Viking division was sold to Bertel O. Steen AS, which will provide Hevea to fully focus on the international growth of its Dunlop protective footwear activities. Today, the company is expanding its international sales operations, with a strongly growing presence in e.g. the United States and Canada.
