The Hardware Journal recently spoke to Derek Deasy, Sales Manager, Hultafors Group Ireland after his interview on the Hardware Matters podcast.
It’s remarkable to see the shift in Workwear & PPE designs over the past 25 years. Today, across Ireland, a new generation of tradespeople are taking pride not just in their craft – but in how they present themselves. And rightly so.
At Hultafors Group, we’ve had a front-row seat to this transformation. Through our flagship brands – Snickers Workwear & Solid Gear Footwear – we’ve helped redefine what it means to be “site-ready.” It’s no longer just about protection; it’s about performance, comfort, and identity.
50 Years of Innovation in Workwear
This year marks 50 years of Snickers Workwear, and it’s incredible to reflect on how far we’ve come. Our founder, Matti Viio was an electrician by trade, who became so frustrated with the lack of functional workwear available at the time, he decided to create his own. That innovative attitude remains at the forefront of everything we do, with a strong focus on comfort, functionality & durability.
Our customers expect more. They want garments that move with them, that work with them, that protect, and that last. And that’s exactly what we deliver – engineered workwear built for real-world performance.
Comfort and Safety: No Longer a Trade-Off
One of the most common pain points we hear from end users – especially those who spend long hours on their feet – is around footwear. Traditional safety boots are often heavy, rigid, and uncomfortable.
That’s why Solid Gear Footwear have developed a range inspired by the athletic shoe industry. We use the same materials found in high-performance running shoes: lightweight midsoles, breathable uppers, and ergonomic designs. The result? Footwear that keeps you protected without compromising on comfort – so you can stay focused on the job, not your feet.
Workwear That Fits Everyone
Another area we’ve made huge strides in is women’s workwear. For too long, women on site had to make do with scaled-down versions of men’s gear. That doesn’t cut it anymore. At Snickers Workwear, we’ve developed a dedicated women’s range that mirrors our men’s line – not just in style, but in performance. We understand that fit is everything. From how trousers sit on the hips to how jackets move with the body, every piece is designed with the female form in mind.
Hultafors Group Ireland.
Navigating Regulations with Confidence
While there’s no universal regulation for workwear across all trades, site-specific safety standards are becoming more stringent. High-vis clothing is now mandatory on most sites, and in specialised environments – like Data Centres or Pharmaceutical facilities – Arc Flash protection and other technical garments are required by law.
That’s where our Snickers ProtecWork range comes in. We provide certified, high-performance solutions that meet the strictest safety standards – giving both employers and workers peace of mind.
The Future of Workwear Is Personal
We don’t just produce innovative products – we listen. We hear what trades people need, what site managers expect, and where the industry is heading. And what we’re hearing loud and clear is this: people want workwear that works for them.
Whether it’s a carpenter in Cork, an electrician in Limerick, or a site manager in Dublin, the message is the same. They want workwear that performs, protects, and reflects their professionalism and pride.
At Hultafors Group, we’re proud to be part of that journey. For further information visit www.hultaforsgroup.ie.
Portwest Ireland – a leading provider of workwear & PPE
When it comes to workwear and PPE, Ireland’s hardware stores, builders’ merchants, and agri stores trust Portwest to deliver. As one of the country’s leading suppliers, they are proud to partner with retailers nationwide to ensure they have the very best products – and the very best support.
They add value with the service they provide. With 16 dedicated merchandisers and account managers on the road, they work alongside their retail partners to ensure their workwear ranges are well stocked, well merchandised, and well presented – maximising sales and keeping customers coming back.
Transforming Your Workwear Displays
Their merchandising team doesn’t just deliver products – they transform your workwear section into a sales-driving category. From complete revamps to seasonal refreshes, they create clean, professional, and easy-to-shop displays that highlight their premium brands and make it simple for customers to find what they need. (See photos below of recent revamps for inspiration!)
Across Ireland there’s increasing interest in workwear that does more than simply protect. Tradespeople and workers are looking for clothing and footwear that combines safety, comfort, and style – garments that can go from the job site to day-to-day wear without feeling overly bulky or utilitarian. Portwest are proud to offer premium, trusted brands including Portwest, Base, No Risk, Dunlop, and AgriShield, giving their partners access to one of the highest-quality products in the market.
Let’s Revamp Your Store
Contact Portwest today to arrange a free in-store consultation and merchandising revamp – and see the difference a well presented workwear department can make for your business.
For further information contact Portwest at sales@portwest.ie or visit www.charleshughes.ie
Partnering for performance: Hultafors Group and CPM gear up for growth
Hultafors Group’s mission is simple yet ambitious: to design and deliver products and services that elevate functionality, productivity, and safety for those who demand the best from their workwear and equipment. Championing three core brands; Snickers Workwear, Solid Gear Footwear, and Hellberg Safety – Snickers Workwear is celebrating 50 years making working life better, smarter, and safer for professionals everywhere.
Partnership
In 2024, while exhibiting at The Hardware Show, Hultafors Group met CPM and their collaboration began – discussing how they could best adapt to a more competitive, retail-orientated landscape, building on their own expert merchandising. Given their deep industry knowledge and proven track record within the sector, CPM proved to be the ideal partner.
CPM’s business model and in-store expertise provide Hultafors with invaluable insights into retail activity and stock levels, freeing their own experienced area sales managers to focus on meaningful customer engagement and relationships.
The bespoke dashboards offered by CPM allow their sales representatives to track targets, monitor KPIs, and access real time imagery tools that are instrumental in driving performance.
CPM’s dedicated team:
- Visit stores nationwide
- Ensure full product range is consistently available
- Merchandise stock & drive sales via suggested orders
- Conduct store & product audits
- Fulfil compliance reporting
- Provide competitor intelligent
Working in-store with Hultafors Group, CPM maintain a consistent, highest possible standard across all stores – from availability, branded POS and hangers to shelving and product displays. They also provide insights and detail into competitor activity including promotions and brands intelligence of forthcoming activity, where possible.
Commenting on the relationship with CPM, Lynsey Power, Marketing Manager of Hultafors Group Ireland said “It’s our first experience working with a merchandising and POS solution partner providing us with data and instore insights. We’re embarking on an exciting journey together; one that promises to strengthen our position as a premium workwear and safety provider.”
Commenting on the partnership, John Healy, General Manager of CPM Ireland said: “We’re delighted to be working with Hultafors Group in the hardware sector, we see tangible benefits of the expertise and experience we can bring to drive sales – through providing valuable, real-time insights into retail activity & stock levels and practical support at store level – enabling the experienced Hultafors Sales Representatives to solidify customer relationships.”
For more information, please visit the CPM Ireland website www.cpm-int.com
