ISM points to Italy

Making the world of work safer has been ISM Europe’s mission for more than 90 years. As Danilo Peressini, Sales Manager Italy, confirms, the German company has initiated a definite plan of expansion to our country. Thanks to brands such as PUMA Safety, Albatros and Footguard, ISM, which travels on the wave of success already achieved in Europe and throughout the rest of the world, promises to scale the Italian market thanks to a comprehensive offer and involved marketing support.
Is this your first time in Bergamo?
“Yes, this is the first edition we are participating in. Safety Expo represents the most important fair in the sector, an environment where we meet among industry experts at all levels, manufacturers, distributors, RSPPs, consultants and end consumers. So it is a highly strategic trade show for our business. We wanted to be there.”
Are you already present in our market with all three brands?
“We have been present in the world market for many years with our brands. Specifically Footguard covers the entry level segment of the market while Albatros is very good value for money because it benefits from PUMA technologies. Since 2002, on the other hand, our collaboration with the latter began in which we make, design, develop and market work footwear. In this way we cover the three segments of the market.”
Don’t you run the risk of them cannibalizing one another?
“Absolutely not. Each of the brands addresses different price segments and has their unique positioning. Therefore, we are able to offer an assortment that satisfies all price ranges and accommodates all styles.”
What feedback did you receive during the trade show days?
“From the very beginning of our entry into the market we have received positive feedback and a lot of curiosity sorrounding our brands. I can say that we have had pleasant surprises and interesting responses from the market and the users themselves. We are extremely pleased. Here at the fair there was a good attendance: many people, who had seen something before thanks to our communication, were able to touch it with their own hands. So we expect a very good return in the months to come.”
What does the market demand most of you today on this type of footwear?
“The market is very diverse; we are the ones who want to give the answer to every need. That’s why we have a range of more than 100 models in our catalogue. We really have the opportunity to offer either the industrial supply shoe (on large numbers), or the more technical shoe for those who do special work in, for example, the electrical field, or the shoe for the craftsman who wants to be fashionably dressed. So beyond what the market demands, we are the ones who want to have the answer to your every need. We’ve been doing this since the 1930s, so we try to do it the best way we can.”
Since the 1930s?
“We were born as a civilian shoe factory exactly in 1930 at the desire of Heinrich Krämer. Later in the 1980s, the company specialized and decided to focus on safety and work-wear.”
A history and know-how that make a difference….
“Definitely on the level of quality. The company is German and they like to do things well, so we make footwear that is studied down to the smallest detail precisely because we’ve been doing this for 90 years, and we don’t lose sight of any detail: from the quality of the materials, to the finishes and everything that is used in production. We have ranges at the forefront of both technology and materials. For example, almost the entire range of footwear is made with fiberglass toe caps. We are always in step with the times, even with the brands PUMA Safety and Albatros, made entirely from recycled material. We really try, and in every way, to meet any kind of need.”
Is sustainability an important issue for you as well?
Sustainability is deeply anchored in our core processes and products and is part of ISM´s DNA. In fact, we were recently awarded with the EcoVadis Silver Medal for our extensive efforts towards sustainability in the fields of environment, labor and human rights, ethics and sustainable procurement. This award puts us within the top 5% percent of companies in our industry. From a product standpoint we also very recently launched PUMA Safety and Albatros safety shoes made of recycled materials under the capsule collection “Green heart”. With these products we further strengthen our sustainability commitment and meet an increasing demand from our retailers and partners.
One last question what do you expect from the future?
“The company has identified Italy as a strategic market, so the spotlight is on our country. I am delighted about that. The challenge is compelling and ambitious. Certainly, beyond the spotlight, the company will also implement investments related to visibility and communication. We will work a lot on brand awareness, especially with Albatros, while for PUMA, which is an already well-known brand, we will work more on product communication.”
What is the most ambitious product you would like to achieve in the short term? ‘The dream in the drawer.’
“It is not a dream in the drawer but we are already working on it. We are very active and dynamic, continuously engaged in research and development. I can’t reveal much really because it will be new for 2023, but I can tell you that it will be something that PUMA brand fans will really appreciate.”
You have defined yourselves as a company in step with the times, why?
“We are a company that, as I said, takes care of all aspects, so also the services we offer. We work with logistics that are extremely efficient and integrated in our offices. Although we operate directly from Germany, we choose only the best service providers so we reach Italy in three to four working days and are super efficient. The orders we receive are processed immediately. No time is wasted, in the German style. We also provide our partners with very interesting support from a marketing point of view: in fact we build with them everything they need to communicate effectively. We have a very structured, highly trained internal marketing department and we are close to our partners with both structures and materials. The same thing happens with implementations and customizations. We really try to offer a 360-degree product and service, because today perhaps service becomes almost equal in importance to the product, and we are also there.”
In short, quite a challenge…
“Our competitors do their job very well and we have to be good at doing it even better. We come in after everyone else but we know what we are doing. So just as we were able to enter markets like Japan, the United States, France, Belgium and the Netherlands, we are ready to do it in Italy as well.”

PUMA SAFETY, ALBATROS & FOOTGUARD – www.ism-europa.de