An interview with Paolo Bruno, General Manager at Garsport, who discusses the strategies and innovations shaping the company’s future, touching on market success, strong local ties, and a vision for 2027.
What are your latest innovations in the workplace safety sector, and how has the market responded?
“Our most significant new release is the Hexalight shoe, a product that stands out thanks to its highly innovative sole. Beyond its considerable advantages in lightness and comfort, this technology allows us to use less material for the sole, delivering a significant advantage in both cost and sustainability. For the first time in our history, we invested in an advertising campaign across television, radio, industry publications and the web, because we believe so firmly in this shoe’s potential. The market’s response has been amazing; both the campaign and the product have delivered unexpected and overwhelmingly positive results. The success is twofold: on one hand, we’re being recognized for the shoe’s inherent technology, and on the other, for the loyalty of our retailers. This, in turn, is strengthened by the loyalty of our end-users, who trust the quality and durability of our brand. Even though the product is still new to the market, we’re already seeing repeat buys, a clear sign that customer satisfaction is turning into brand loyalty and positive word-of-mouth.”
The A+A trade fair in Düsseldorf is coming up. Can you give us a sneak peek?
“At the A+A fair in Düsseldorf, we’ll be unveiling a major corporate rebranding project, including a new, unified logo inspired as much by our roots as by our vision for the future. Our strategic goal is to merge the two core identities of our company: our long-standing expertise in the mountaineering world and the specific demands of the safety sector. We also plan to leverage our brand heritage. To that end, we will be introducing a special new outdoor product that connects directly to Garsport catalogs from the 1970s. Our aim is to launch a genuinely Italian product that embodies the values and expert craftsmanship of the Montebelluna footwear district.”
What role have recent industry fairs played in showcasing ffarsport’s innovations and shaping future product development?
“The role of trade fairs has shifted. Today, they are less about closing deals on the spot and more about providing crucial opportunities to solidify relationships with customers and suppliers; the market has simply moved beyond that traditional model. For us, an event like Simac Tanning Tech, a benchmark for technology in the footwear industry, is especially strategic. It allows us to scout for technological innovations that we can integrate into our products. Our unique approach is to combine technological innovation, sustainability, and detailed technical information. This is what truly sets us apart from other brands in the safety space. Our recent TV spot was born from this philosophy: for us, shoes must be functional, comfortable, and effective. We aren’t aiming for a “glamorous” image. Our footwear needs to be valued because it performs, not just because it’s associated with a celebrity endorsement.”
Can you explain how the technology in your high-performance soles will shape the future of your collections?
“It will have a huge impact. We already have two new soles in the pipeline for 2027 that we are actively developing. Our industry has not yet fully embraced some incredible technologies that are already available in other fields. Our intention is to strategically bring these innovations into the safety footwear sector, perhaps through parallel applications and a unique technological signature that distinguishes us. Our pillars remain comfort, durability, and sustainability. But to that, we want to add a game, changing innovation, one that can bring about a tangible and significant shift across the entire safety industry.”
The Hexalight line by Garsport, whose innovative sole ensures lightness and comfort while guaranteeing sustainability and low production costs.
Paolo Bruno, General Manager Garsport
