Boasting a catalog of over five thousand products and a global footprint spanning seventy nations, Kapriol has cemented its position as an international leader in tools, workwear, and personal protective equipment (PPE) for the construction industry. We sat down with brothers Franco and Alberto Morganti, the fourthgeneration stewards of this storied family enterprise.
From forging to global leadership
“Our journey began in 1927, spearheaded by our great-grandfather, a seasoned department head from the Falk steelworks”, Alessandro Morganti told us. “Initially, we operated from Valsassina, focusing on bespoke forging for the mechanical sector – machinery, molds, etc. Later, we relocated to Lecco, specializing in farrier equipment (hammers, hoes, picks) as a subcontractor. The Kapriol brand emerged in the 1960s, with our first international forays into construction tools between 1967 and 1968. My brother Alberto and I joined in ‘86, and in the mid-90s, we expanded into safety equipment like gloves, helmets, and even footwear and apparel. Today, PPE constitutes 60% of our business and continues to expand with each new collection. Over the decades, we’ve undergone a profound transformation, evolving from a primarily local manufacturing entity to a globally integrated business model, coordinating production across numerous international sites. This shift necessitated a fundamental reassessment of our value proposition. We now invest heavily in cutting-edge materials research and the development of a distinctive, proprietary design language, aligning with our global strategic direction.”
Refining the art of collection development
“We initially relied on external design expertise, but approximately a decade ago, we established ‘Kapriol Lab,’ our in-house design and materials R&D hub,” Alberto Morganti explained. “Our product development process, whether for tools or fashion-forward apparel, follows a consistent methodology: a rigorous market analysis encompassing both direct and indirect competitors. This analysis is coupled with a strategic evaluation of our brand’s current positioning, consumer perceptions, and our long-term vision. We meticulously define our medium- and longterm objectives and the incremental milestones needed to achieve them, ensuring each new product reinforces and evolves our brand identity.”
Your main markets?
“From a commercial standpoint, we have a strong presence in the construction equipment and materials sector, as well as in large-scale retail, particularly within the professional segment. Approximately half of our sales are in Italy, with the remaining 50% distributed internationally across over 72 countries, primarily in Europe. We also have a significant presence in the Arab countries and the Middle East, especially for tools.” What is Kapriol’s added value compared to competitors? “Apparel is one of our strengths. We strive to cultivate a recognizable ‘Kapriol design aesthetic.’ Beyond the aesthetic aspects, such as fit and wearability, we take particular pride in the acknowledged quality of our products, especially because our items must perform in often extreme conditions where high quality is paramount.”
Does quality come at a high price?
“Not necessarily. Our goal is to maintain a price point accessible to a broad range of consumers. We don’t aim to compete in the highestpriced segment; we prefer to focus on volume while offering high-quality products at affordable prices. It’s also important to note that, while our products are competitively priced, they are engineered for performance, unlike non-engineered products that are simply selected at trade shows and branded. The difference may be subtle, but given that our products are sold in stores and hardware stores, where customers don’t benefit from a salesperson highlighting the features, this distinction is crucial. Without that information, customers may be inclined to choose the cheapest option. A little effort to communicate that the more expensive product is a top-category certified product, tested for wear resistance, traction, tearing, and abrasion, would help consumers understand the value behind the price difference.”
It seems that one of your strengths is a deep knowledge of the end-user. How does this influence product development?
“It’s a crucial factor in product success. Having our roots in construction tools, we are uniquely positioned to outfit tradespeople from head to toe. For example, a worker could wear Kapriol pants and carry our shears in their pocket. This integrated vision allows us to design specific details, such as strategically placed pockets on work trousers, knowing that the worker will place, for example, their pencil sharpener in the dedicated pocket instead of behind their ear. We also conduct worker interviews to understand the specific needs of different trades and incorporate that knowledge into our designs. These small details demonstrate that our goal isn’t just to make a sale, but to create products that genuinely assist those who work.”
What are Kapriol’s latest innovations in technical footwear?
“The sole is a fundamental element for us in footwear. We’ve analyzed market trends and compared ourselves with direct and indirect competitors, including those in the outdoor and running sectors, where usage is more intensive than, for example, in fashion. We’ve developed a sole that is higher than in the past, crafted from NHP (Nylon High Performance), which is very light, flexible and offers high cushioning, more durable than traditional EVA and paired with rubber leather to ensure slip resistance and stability. Featuring carbon fiber toecaps and Kevlar anti-perforation insoles, our footwear stands out not only for its lightness but also for the exceptional combination of elasticity, softness, and cushioning. Lightness is a key component in safety footwear. For someone wearing shoes for 8-12 hours a day, the difference between a 550-gram model and an equally high-performance 450-gram model is significant.”
Is production entirely in-house, or do you rely on specialized suppliers?
“We typically handle production ourselves, but for certain specific components, such as the insole or toe cap, we provide precise specifications to our suppliers based on desired characteristics. They present us with various options, and we select the most suitable ones for our needs, always striving to create shoes that meet the expectations of each of our customers. It’s a challenging but rewarding process.”
Do you have a line dedicated to women workers?
“In Italy, this remains a niche market. We sell more through the DIY channel and in France, where women tend to shop at the same outlets as men. We do have some models designed with a female audience in mind, but since we primarily produce workwear for construction sites, where women are still relatively less represented, the women’s line is not currently a primary focus.”
Franco e Alberto Morganti