Safety Footwear Specialist Strengthens Leadership Team

Overland Shoes, the footwear specialist behind Bobcat Safety Footwear, is expanding its commercial leadership team with the appointment of Rob Haines as Head of Sales for Safety Footwear, effective immediately.

Bringing more than 30 years of international sales experience across footwear, workwear and construction, Rob will lead sales development for Bobcat Safety Footwear with focus on market expansion, new sales channels and supporting new and established customer partnerships.

The appointment comes as Bobcat Safety Footwear, which recently celebrated its first anniversary, enters its next phase of growth.

Head of Sales

Rob Haines joins from BTC Activewear Ltd, where he was Head of Sales and Marketing. His previous senior commercial roles include positions at Briggs Industrial Footwear, CAT Workwear UK and Dickies.

In a full-circle moment, Rob – who began his sales career at Dickies in 1995 before going on to become Regional Sales Manager – will also lead the return of Dickies Safety Footwear to the UK market. While details remain under wraps, Overland says the relaunch is confirmed for early 2027.

“What attracted me to Overland Shoes was the opportunity to work with a business that has a strong heritage in the footwear industry and a genuine understanding of what makes brands successful,” Rob Haines commented.

“The opportunity to help grow the Bobcat Safety Footwear brand following its launch in late 2025 was particularly appealing, as was the prospect of being involved in bringing Dickies Safety Footwear back to the UK market. Having had an association with Dickies for over 20 years, the opportunity to play a part in its return is something I’m particularly proud of.”

“We are delighted to welcome Rob, an experienced and dynamic sales leader, to the Overland Shoes team,” added Darren Brown, Sales Director at Overland Shoes. “His expertise will be instrumental in consolidating our presence across the UK and Europe. With a strong retail network and a robust growth trajectory, we have an excellent foundation for Bobcat Safety Footwear, and in Rob we have found the right person to unlock this potential further.”

Looking ahead to the next 12 months, Darren added: “With Dickies Safety Footwear set to return to the UK in early 2027, we’re building an exciting proposition for the market. With two strong brands and our newly strengthened expert team behind us, we’re just getting started – so watch this space.”

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