Hi-Tec Sports is making a bigger play for the workboot customer.
This fall, the firm is expanding the product offering from its Magnum label, while sister brand Hi-Tec is launching its first performance work collection.
According to Dayna Stejaskal, public relations and marketing executive for the Portland, Ore.-based company, retailer requests for companion work product under the two labels prompted the expansion. She noted that since each brand boasts its own customer base — Hi-Tec focuses on the outdoor consumer, while Magnum targets the tactical workforce — the opportunities are wide ranging.
The Magnum Work label now includes hiker styles, laceups and rugged pull-ons with performance features such as composite and steel toes, moisture-wicking linings and impact protection at the ankle.
While Magnum targets supervisors and foreman with higher-end product retailing from $90 to $200, Hi-Tec is instead concentrating on a more mainstream workforce of landscapers and construction workers, with boots retailing at $100. Styles include hikers with performance features such as electrical hazard protection, steel toes and waterproofing.