Construction World March 2021

COVER STORY

THE LEGACYOF THEMAXECOBOOT FROMLEMAITRE Lemaitre celebrates 30 years of Maxeco by asking the question – is this South Africa’s most beautiful shoe?

F or 30 years, Maxeco has helped build a nation with the world's toughest workforce. Across construction sites, mines, farms and factories, almost 10 million pairs have helped realise the dream of a stronger South Africa by protecting the millions of workers who built it. Now that’s a beautiful thing. Every legacy has to start somewhere. For Lemaitre and their iconic Maxeco boot, it began some 30 years ago when the brand was introduced to South African shores. It’s a story based on the recollections of the Innovation Manager at the time, Cedric Novis. Cedric has given his blessing to re-tell his version of the history behind this groundbreaking safety boot. “In the late 80s Bagshaw Footwear successfully bid on an 18 station dual density direct injection machine at an auction in Babelegi, even though we had very little knowledge on dual density footwear. We had a very strong range of military footwear, but now had to consider how best to utilise this machine. After much consultation it was agreed to introduce dual density to the safety footwear market – a first in South Africa.” “We decided that we needed to manufacture under licence, and contacts at the SABS pointed us in the direction of a French company who had expressed interest in the South African market. It was during the first half of 1990 that we initially went to Lemaitre, in Strasbourg, and met with the MD and owner Jean-Michel. Over lunch meetings we built up a good rapport with him and started looking at how to take

this forward, culminating in a signed licensing agreement for Lemaitre safety footwear.” “We started building the team and Eldon Fortmann joined us on the manufacturing side and spent three months in France working with the Lemaitre international team. Mike Mallett joined as sales manager and we went to market looking to speak to the workforce

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