Anvil Traction Expand Into Europe

Anvil Traction, the UK market leader in specialist slip resistant footwear, announces its expansion into the European Market and appoints a German based regional sales manager.

Anvil Traction is based in Northamptonshire in the UK, at the very heart of the traditional shoe-making industry and forms part of the larger TRIPAL Group, which has over 20 years of experience in the safety footwear industry. The brand was launched in 2011 after the directors of the TRIPAL Group identified an increasing demand in the market for a high-quality safety shoe that offered increased protection against slips and falls. The range of slip resistant footwear that Anvil Traction offered was an instant success and the quality and high safety standards that it represented was quickly recognised in the market place.

Seven years on, and Anvil Traction has gone from strength to strength, firmly establishing itself as the UK market leader in slip resistant footwear, surpassing brands that had dominated the market place for more than 15 years. The high quality and outstanding slip resistant properties that Anvil Traction’s outsoles offer, along with a strict business strategy to build a network of reputable distributors and sell exclusively through them, played a huge part in the company’s success. 

With such a successful business model, it was only going to be a matter of time before the brand attracted interest from further afield and following extensive research into the European market, Anvil Traction this year made the announcement that they were expanding into Europe with the appointment of Michael Block, who would take on the role of Regional Sales Manager for Germany, Switzerland and Austria.  Michael joins the company with many years of B2B experience and a wealth of knowledge of the slip resistant footwear market gained from the previous 5 years in a similar position for Shoes for Crews. Mark Burman, Director of the TRIPAL Group comments “our business has invested heavily in R&D to understand the science of slip resistance and to develop outsoles with world leading coefficients of friction results. These outsoles are launching throughout 2018 and will give us a platform to fully internationalise this business and compete in all markets around the world” he continues “Michael’s long experience in the B2B market place and high-level exposure to the slip resistance business gained over the past 5 years make him the ideal person to develop the Anvil Traction brand in Europe’s largest country market. We are delighted he has agreed to join our company and look forward to working with him to replicate our successes to become the market leader in his area”.