Xena Workwear

What Xena Workwear does

Xena Workwear is a privately held, women-owned U.S. company founded in May 2019 by Ana Kraft (with co-founders Dmitry Krivochenitser as COO and Eugene Furman as CMO) that designs, manufactures, and sells ASTM F2413-24-certified safety footwear engineered exclusively on women's lasts rather than scaled-down men's molds. The product platform spans roughly ten core boot and athletic-shoe silhouettes (Omega, Spice, Rogue, Gravity, Valence, Horizon, Astra, Luna, Fusion Mt, Nova, Inertia) covering steel, composite, alloy, and soft toe options and a range of safety ratings — electrical hazard (EH up to 600V), static dissipative (SD 35), puncture resistant (PR), metatarsal guard (Mt 75), and SR/SRO slip resistance — at price points from $120 to $260 per pair. Core boots are handcrafted in León, Mexico, while the Athletic line is manufactured in China; the company holds WBENC and WOSB certifications and sources LWG-certified leather.

The business operates a multi-channel go-to-market: a direct-to-consumer e-commerce storefront at xenaworkwear.com with international shipping, a B2B corporate partnership program serving named enterprise customers including Northrop Grumman, Xcel Energy, Jordan Foster Construction, Molson Coors, Hilti, and Rockwell Automation, and a GSA Advantage federal procurement listing. A 'Sell in Your Store' wholesale partner program and physical retail store locator round out the distribution. Revenue is generated through one-time product sales at unit pricing across footwear and a complementary Xena Gear apparel and accessories line (socks, insoles, shirts, sweatshirts, hats, gift cards). The company has shipped more than 100,000 pairs since founding, carries 5,000+ verified reviews averaging 4.8 stars, and has raised roughly $1.6M across disclosed funding rounds in 2019 and 2022 while operating with a 1–10 person Midwest-based team.

Name

Xena Workwear

Legal name

Xena Workwear Inc.

Website

https://xenaworkwear.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Xena Workwear is a women-owned U.S. company founded in 2019 that designs and sells ASTM F2413-certified safety footwear engineered on women's lasts (narrower heel, higher arch), serving women in construction, manufacturing, hospitality, and the trades through D2C e-commerce, B2B corporate PPE partnerships, and GSA federal procurement.

Ownership category

akta.pro rank

Product category

Women's Safety Footwear

NAICS

Footwear Manufacturing (316210), Shoe Retailers (45821), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Work, Safety & Occupational Footwear (CRAAACAE)

akta.pro secondary industry

Work, Safety & Protective Footwear Manufacturing (Steel-Toe/ESD/Slip-Resistant) (IMAOAIAD)

Keywords

• Women's safety footwear
• Protective work boots
• Steel toe boots
• Work apparel
• Industrial safety shoes

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: E-commerce sales of safety boots, shoes, and apparel directly to consumers through their website xenaworkwear.com; one-time purchase model with prices ranging from $120-$260 for footwear
2. Corporate Partnership Sales: B2B bulk sales through corporate partnership programs where companies like Northrop Grumman and Molson Coors provide Xena shoes as PPE options to employees with preferential corporate pricing
3. Work Apparel & Accessories: Sale of complementary products including socks ($19-$22), insoles ($24), laces ($12), sweatshirts ($48), shirts ($20-$24), hats ($21-$28), and gift cards
4. Government/Institutional Sales: Sales through GSA Advantage government procurement portal for federal and institutional purchasing

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Xena Workwear designs and sells ASTM F2413-certified women's safety footwear engineered on women-specific lasts (narrower heel, higher arch, lower ankle bone), including steel-toe, composite-toe, alloy-toe, and soft-toe boots and athletic work shoes with EH, SD, PR, Mt, SRO, and WR safety ratings. The product line is complemented by the Xena Gear apparel and accessories line (socks, insoles, branded shirts, sweatshirts, hats). Products are sold via direct e-commerce, corporate PPE partnerships, GSA Advantage, and retail partners.

Product overview

Xena Workwear is a women-owned small business specializing in ASTM F2413-certified safety shoes and work boots engineered specifically for women's feet. The product portfolio centers on safety footwear with multiple boot styles (Omega, Spice, Rogue, Gravity, Valence, Horizon, Astra, Luna, Fusion, Nova, Inertia) offering various toe types (steel, composite, alloy, soft) and safety ratings (EH, SD, PR, Mt, SR, SRO, WR, WP). Core boots are complemented by the Xena Gear line of women's work apparel and accessories including socks, insoles, branded shirts, sweatshirts, hats, and beanies. All footwear is built on a women's last with narrower heel, higher arch, and lower ankle bone for proper fit. Products are designed in the US Midwest and handcrafted in León, Mexico, with the Athletic Line (Astra, Astra Lite, Luna) manufactured in China.

Differentiator

Problem solved

Functional benefit

Brands

• Xena Gear: Women's work apparel and accessories including utility blazers, work pants, hi-vis vests, tees, socks, and hats.

Products and services

• Omega EH Safety Boot

Quantifiable outcome

• 100,000+ pairs sold since 2019
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Northrop GrummancoreChannel Partner/ Reseller/ DistributorCorporate partnership program where Northrop Grumman offers Xena safety shoes as a PPE option to their employees with preferential corporate pricing
• Xcel EnergycoreChannel Partner/ Reseller/ DistributorCorporate partnership providing Xena safety footwear as employee PPE benefit with customized corporate pricing program
• Jordan Foster ConstructioncoreChannel Partner/ Reseller/ DistributorConstruction company partnership offering Xena safety boots to field employees through corporate PPE program
• Molson CoorscoreChannel Partner/ Reseller/ DistributorBeverage manufacturer partnership providing Xena safety shoes to warehouse and manufacturing employees
• HilticoreChannel Partner/ Reseller/ DistributorConstruction tools company partnership offering Xena footwear to field service employees
• Rockwell AutomationcoreChannel Partner/ Reseller/ DistributorIndustrial automation company partnership providing Xena safety footwear to manufacturing and warehouse staff
• YKKminorStrategic or Co-development PartnerYKK featured Ana Kraft from Xena Workwear in their women designers feature series, highlighting the quality YKK zippers used in Xena boots
• CD SmithminorGTM or Marketing PartnerConstruction company that hosted Women in Construction event at Marian University featuring founder Ana Kraft as speaker
• GSA (General Services Administration)coreChannel Partner/ Reseller/ DistributorXena Workwear products officially listed on GSA Advantage government portal for federal procurement

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Timberland PRO: Timberland PRO is a major work boot and safety shoe brand with women's-specific collections carrying EH, SD, and metatarsal ratings; directly competes with Xena in the trades and industrial footwear category.
• Skechers Work: Skechers Work offers slip-resistant work footwear including women's steel- and composite-toe sneakers at similar price points to Xena's Astra line; overlaps on athletic-style safety footwear for healthcare, food service, and light industrial buyers.
• KEEN Utility: KEEN's work/safety footwear division produces ASTM-rated work boots and shoes including women's-specific lines with toe protection and slip resistance; competes in the same occupational safety footwear shelf space Xena targets.

Broad incumbents

• Carhartt: Carhartt is the largest dedicated workwear brand with women's work pants, jackets, and work boots including safety footwear; a broad incumbent serving the same end customer across channels Xena targets, with deeper distribution.
• Wolverine Worldwide (Work Division): Wolverine operates work-focused brands including Wolverine, Bates, and Harley-Davidson Footwear with safety-rated women's styles; a broad incumbent with substantially larger capital and channel access than Xena.
• Caterpillar Footwear (CAT Work Boots): CAT-branded work boots serve construction and industrial workers with women's styles at accessible price points; competes on brand recognition and broad trade-channel distribution rather than women's-specific engineering.
• Red Wing Shoes: Red Wing is the dominant work boot incumbent with broad men's and women's lines spanning construction, manufacturing, and oil & gas; competes on heritage, retail fleet, and corporate-account programs where Xena is gaining traction.

Emerging players

• Brunt Workwear: Brunt is a DTC-direct workwear brand with boots, work pants, and accessories targeting trades workers; comparable go-to-market motion (DTC + community-led marketing) and overlap on workwear apparel, though less focused on women's-specific safety certification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/xenaworkwear
• Xx.com/xenaworkwear

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Xena Workwear