Dike, Hazard-proof dam

A fairly recent history, as its establishment took place in 2011. And yet, a decade was enough for DIKE – firm based in Bagnoli di Sopra (Padua province) specialized in the manufacturing of safety shoes and workwear, designed to meet all sorts of demands – to gain a strong foothold in the Safety sector, both nationwide and internationally. A constant growth trend, as confirmed by Sergio Reniero, managing director at the helm of the company since its foundation: we met him at the corporate stand set up for the A+A exhibition in Düsseldorf.
“For me, it was not a leap of faith,” explained Reniero, “given that I knew very well the safety sector, thanks to my previous thirteen-year-long experience at Diadora Utility. I joined that group in February 1998 to solve an issue concerning injection machines, as the latter, at the time, were undervalued production- wise. Back then, Diadora’s tennis department, once at the top with Bjorn Borg in the ‘70s and early ‘80s, was experiencing a 30-40% decrease. During that time, Diadora carried out its production in the facility based in Caerano di San Marco (Treviso province) as well. Since they had to repurpose part of their machinery, the firm came up with the idea to deal with the safety market, producing work shoes. Together, we developed an interesting project. I stayed until 2011, while, in the same period, the Group changed ownership often. Therefore, I decided to leave, thus giving to the new owners the chance to go ahead with their projects and to appoint managers of their own choosing.”
What can you tell us about the establishment of the DIKE brand?
“It all started with a meeting with the management of Orion Group SpA, fully owned by the Bozzato family (whose founder passed away a few years ago), a meeting aimed at investing in a new project that would lead, over time, to the development of an exclusive brand. As for the new firm, the starting point was Orion’s amazing know-how, a strategic element for us given that the company was established in 1979, thus boasting over forty years of experience.”
The early years, were they riddled with difficulties?
“Absolutely, due mainly to two reasons. First of all, the safety footwear sector was saturated, and nobody felt the need to have other models launched on the market or more players involved in the business. The second, even more relevant factor was related to the economic situation: it was the period between 2011 and 2012, that is, a period deeply affected by the consequences of the economic crisis triggered by bankruptcy of the US investment bank Lehman Brothers back in September 2008. Therefore, there were difficulties concerning
market saturation and financial issues in general: we were forced to think carefully, so as to avoid reckless projects. In other words, we had to focus solely on clear, well-defined strategies.”
Why did you choose this name?
“It was the result of a bout of creativity, but, most of all, we wanted it to be meaningful: hence DIKE, an English word synonymous with the term “dam”. As for the brand name, the worker is represented by the letter “I” and, on top of the head, we added a safety headgear. It means that workers have always been, since the very beginning of our new adventure, our main concern, and we have protected them from all hazards by building a dam around them.”
What were DIKE’s initial priorities?
“We had several priorities, due to our desire to support the market with significant innovations. For example, we immediately provided peculiar, exclusive linings, a technique partly used for uppers as well. A distinctive trait of ours, featured in our shoes, something that set us aside from the competitors. However, we knew that we had to do more and, for that reason, we have turned our attention to three pivotal factors, now lying at the core of the project.”
Can you list them, starting with the first one?
“First of all, we focus on design, with a keen eye especially for colours. We have been labelled, a little too hastily, as the company that produces coloured shoes: our goal was, and still is, to bring a touch of creativity and cheerfulness in a world that is usually grey, standardized.”
What about the second element?
“It is closely related to the excellence of Italian manufacturing, because Orion manufactures its shoes in Italy as well, in Bagnoli di Sopra (Padua province), the same town hosting our facility, even though they have a production site in Romania too. It was agreed that DIKE models would be manufactured entirely and solely in Italy. The main components used for our articles, including the accessories, are all supplied locally. For example, the hides are purchased from different tanneries based in the Arzignano district (Vicenza province), just a few tens of kilometres away from us.”
Last but not least, the third element…
“Most likely, the most important of the three, as it specifically concerns our customers, whether they are a hardware store or a builder’s warehouse, a safety enterprise or a spare parts seller, an agricultural produce warehouse or a “Garden”, just to name a few. Customers do not deal with retailers, they turn directly to us and, in this way, they no longer have to keep track of their stockpiles. By now, they have been focusing more and more on service, a system similar to E-Commerce: each demand is promptly sent to a software programme used by our agents. Via this hi-tech system, customers can get immediate feedback, about, for example, the absence of a specific size or colour. They can get updates on the fly with regard to goods availability. As confirmed by our catalogues, we ensure delivery within 48 hours, even though we require only one day for deliveries in Northern Italy, and within 72 hours abroad. We receive the orders directly and we process them immediately.”
You have also set up the DIKE eShop. What can you tell us about this initiative?
“It aims at giving to every customer the chance to find, in a simple and quick way, the most suitable model, tailored to one’s specific needs, at competitive prices. The online Shop allows to buy, from the comfort of one’s own home, safety shoes, providing the clientele with an ample, varied range of articles, incredibly lightweight and resistant; the goal is to meet the requirements of those who pay close attention to the safety and comfort of their feet while working, as well as of those who love wearing comfortable and safe work shoes, yet featuring an elegant, sporty or trendy style. The same goes for the workwear line, launched in 2016: a rich assortment of completely made in Italy garments that has met with great success and is improved year after year, with colorful, breathable, resistant garments that guarantee freedom of movement and comfort. High quality garments that reflect the individuality of the worker, his personality, his tastes. As a matter of fact, these items pull against the steam of workwear standardization and anonymity: the company has focused on color, aesthetics, visual and emotional impact instead, without giving up on safety and certifications, confirmed by the several patents that make them innovative for their very high performance. Among the latest products from Dike stands out the Primato 37.5 workwear line, based on a special technology able to cool or warm the wearer according to the skin humidity level, to ensure utmost comfort, and Reload, a line inspired by nature’s beauty and by the responsibility towards the environment (produced with 80% recycled and recyclable materials).

DIKE – www.dike.works

Sergio Reniero