Swenco shifts distribution strategy to serve U.S. market directly

Swenco Limited, a maker of top-quality safety components for footwear, is building up its sales force and taking over distribution of its products in the United States.

The change ends a two-year association with MEGAComfort International Inc. MEGAComfort was the exclusive reseller of Swenco’s Steel-Flex product line, including the Steel-Flex pncture-resistant insole and steel-toe overshoe, in the U.S.

“We grateful for the relationship we had with MEGAComfort, a name respected in the industrial-safety sector as a developer and supplier of insole products for both comfort and safety,” said Matthew Rowlands, Assistant General Manager of Swenco Limited. “By boosting our own sales team and serving U.S. customers directly, Swenco realizes some cost efficiencies and enjoys more control over our brand as we bring new products to market.”

Swenco’s Steel-Flex Steel Toe Overshoe fits over conventional footwear to protect the feet of occasional visitors to industrial settings and construction sites. The Steel-Flex insole is a puncture-resistant insert for industrial, casual and recreational footwear.

Swenco will re-launch the Steel-Flex brand in Atlanta, Ga., at the ASSE Safety 2016 Professional Development Conference & Exposition, June 26-29. The ASSE is the American Society of Safety Engineers.

 “We will build a service relationship with U.S. customers that will reflect the dedication to detail and quality we have been putting into our products for 53 years,” Rowlands said. “And we can’t wait to meet new customers.”