TuffKing - Tough boots for tough jobs
We spoke to Ryan Dhindsa, Managing Director of Tuffking, a safety footwear manufacturer based in Loughton, Essex on the growth of the business in both the UK and abroad, and the importance of innovation in the safety footwear sector.
Tuffking is the oldest safety footwear manufacturer in the UK, with a rich heritage dating back to 1854. Specialising in footwear primarily for fire fighting, police and ambulance, Tuffking has established itself as a trusted brand, particularly in the emergency services sector. With a commitment to quality, innovation, and customer-centricity, Tuffking has steadily grown its market presence despite challenges posed by larger global competitors.
Since its inception, Tuffking has been synonymous with quality craftsmanship. Jokingly described as the ‘UK’s best kept secret’, it has been the unsung hero to the emergency services and military, supplying boots to soldiers in both World War 1 and 2, the majority of the UK’s Fire Brigade, and the ambulance service, ensuring comfort and safety to those who dedicate their lives to serving and protecting us.
““These are the heroes on the front line, and we are incredibly proud to be able to support and protect them with our PPE and Footwear, it’s making our job worth doing. Our team including myself have even come in on Christmas day to fulfil orders. The emergency services don’t get to stop, when they need our products, they need them fast, and we are happy to help.”
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100% British owned and operated, Tuffking products can be purchased through their extensive network of value distributors in the UK and abroad. The products themselves are made using the newest and innovative technology, including Vibram high density rubber outsoles and their in-house developed Tuff-Dry waterproof membrane. Through its heritage and longevity, Tuffking has earned a reputation for reliability and safety compliance.
““Footwear of this nature requires a lot of specialist manufacturing. A firefighting boot for example needs to be able to withstand temperatures of up to 250 degrees celsius for up to 45 minutes. Our clients’ needs to know they are buying from a supplier they can trust, and through our history and fair pricing we provide that.”
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As such technical products are very difficult to develop, but the challenge for Tuffking is competing with global brands that have access to large amounts of capital to spend on marketing and promotion. For Tuffking that isn’t where it wants to invest money, it wants its focus to be on innovation and its customers.
A key differentiator for Tuffking is its customer-centric approach. Rather than mass-producing generic products, Tuffking prioritises customer feedback and identifies specific requirements to develop bespoke solutions.
““We operate a bit differently to our competitors. We don’t aim for the masses trying to hit the biggest potential revenue streams, we focus on problem-solving, carving ourselves niche areas of the market, where we can make the most difference. For us, there is a firm belief of making boots fit for purpose.””
A prime example of this, is a new addition to the brand, ‘TUFFELLE’. TUFFELLE is a brand of boot make exclusively for women. Recognising the differences between a male and female foot, Tuffking highlighted the potential issues that come with women being expected to wear unisex boots including joint problems and discomfort. To combat this, they developed a range more suitable to the size and shape of a female foot, improving comfort and longevity. Still in its early phases of launch, feedback has been positive and Tuffking expect this to be a popular range going forward.
Working closely with its customers is something that is vitally important to Tuffking and will continue to be at the heart of the business. Through developing stakeholder groups, it is able to remain at the forefront of the sector and get a true understanding of its customers. In addition to quality and innovation, Tuffking is committed to sustainability. The company actively seeks eco-friendly materials and manufacturing processes, such as using 100% recycled post-consumer waste for fabric production. This commitment not only aligns with evolving consumer preferences but also enhances Tuffking's brand reputation as a responsible manufacturer.
The businesses adaptive approach has helped them to grow exponentially over the last 2 years, tripling their turnover, with the order book already forecasting a 40% increase for the year to come. With an ethos that the product speaks for itself, proven by a much lower than average 1% return rate, Tuffking’s goal to become a global leader in safety footwear doesn’t seem at all unreachable.
Tuffking is poised to navigate future challenges and remains steadfast in its mission to protect and support frontline workers while setting new standards for safety and quality in the industry.
““We never want to lose sight of who we are and what we represent in the industry. We offer a high-quality product at a price that provides excellent value for money vs our competitors. For us it isn’t about the profit margin, it’s about protecting those who have dedicated their lives to serving and protecting us, something that we hope to continue to do far into the future.”
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