What Herock Workwear does

Herock Workwear (HEROCK®) is a Belgian workwear brand owned by VAN LAERE INTERNATIONAL NV (part of VLI Premium Production Partners), headquartered in Hamme, Belgium, and led by CEO Laurent Van Laere. The company designs and sells protective workwear, safety footwear (S1P/S3 certified), workgear/accessories, and certified high-visibility clothing, organized into three tiers (Essentials, Additionals, Experts) plus sub-brands including Sherock (women's workwear) and Limited Edition. Products integrate premium partner technologies such as Cordura®, Coolmax®, YKK®, and Thermolite® alongside proprietary fabrics (Pro-Reforce, Flex 2000), and meet European safety standards (EN ISO 13688, EN 343, EN ISO 20471, EN ISO 20345, among others).

Herock generates revenue through one-time product sales via an authorized dealer network spanning 27+ countries (Europe plus Canada, UAE, Curaçao, and others) and through direct B2B engagement with corporate clients for private-label/logo customization and bulk orders. The premium Experts collection is sold exclusively through professional distribution partners (e.g., Zenith Group SRL in Italy, Wearwell Ltd in the UK, NK Workwear AG in Switzerland, Vatnsvirkinn Vinnufot in Iceland), while the company also operates direct enterprise lead generation for bulk corporate accounts.

The company's go-to-market combines channel-partner-led distribution with enterprise field sales and a direct-to-consumer dealer-locator motion, supported by multi-channel marketing including sports sponsorships (#HEROCKheroes — Intermarché-Wanty-Gobert cycling, Boutsen VDS motorsport, Tormans cyclocross, Yes Sir Racing), multi-language website presence (EN/NL/FR/DE), downloadable seasonal catalogues (Spring Summer 26, Fall Winter 25, Industry Line, Sustainable Collection), and a 'Close The Loop' circular-economy sustainability program. Recent product moves include the 2025 Bicolour sustainable line (organic cotton/recycled polyester) and the Industry Line targeting industrial verticals.

Name

Herock Workwear

Legal name

VAN LAERE INTERNATIONAL NV

Website

https://herockworkwear.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Belgian workwear brand (HEROCK®, owned by VAN LAERE INTERNATIONAL NV) that designs and sells protective workwear, certified safety footwear, high-visibility clothing, and accessories across three tiers (Essentials, Additionals, Experts), distributed via an authorized dealer network in 27+ countries and direct B2B corporate customization for tradespeople and enterprises.

Ownership category

akta.pro rank

Headquarters

HQ city

Hamme

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Workwear Product Sales: HEROCK® generates revenue through the sale of workwear, footwear, and workgear products. Products are sold through a network of professional distribution partners and dealers globally. The collection includes Essentials, Additionals, and Expert lines with varying levels of exclusivity and price points.
2. Private Label / Customization Services: Corporate clients can personalize HEROCK® products with company logos and designs. The company considers perfect logo placement from the design stage, offering customization for big corporations and one-person companies alike.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Herock Workwear designs, manufactures and distributes a complete range of professional workwear, safety footwear, workgear accessories and high-visibility clothing for tradespeople and corporate clients. The portfolio is organised into three tiers — Essentials, Additionals and Experts — with sub-brands Sherock (women's line) and Limited Edition, sold globally through authorised dealers and professional distribution partners with private-label/customisation services for companies.

Product overview

HEROCK is a Belgian workwear brand that offers a comprehensive portfolio of workwear, footwear, workgear, and high-visibility clothing for professionals. The product range is organized into three collection tiers: Essentials (basic everyday workwear suitable for personalisation), Additionals (items for specific jobs and demands), and Experts (top-tier exclusive products with most durable fabrics). Specialized offerings include Sherock (women's workwear line), Highviz (certified high-visibility clothing), and Limited Edition (exclusive time-bound collections). The brand also produces dedicated Cotton and Sustainable collections emphasizing organic/recycled materials. Core product categories span trousers, shorts, t-shirts, polos, sweaters, jackets, bodywarmers, rain clothing, overalls, underwear, safety footwear, and accessories. The 4-way stretch FARO TROUSERS exemplifies the product innovation with recycled materials and water-repellent coatings. The Bicolour line (TORI, BRABO, BORIS) represents recent sustainable launches using organic cotton and recycled polyester with documented environmental benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Essentials: Basic workwear collection for professionals and handymen; articles carry the HEROCK® logo only on the inside, ideal for corporate branding and personalization.
• Additionals
• Experts
• Sherock
• Limited Edition

Products and services

• Workwear Core workwear category including trousers, shorts, t-shirts, polos, sweaters, fleeces, jackets, bodywarmers, rain clothing, overalls, and underwear designed for professionals in demanding environments such as construction, logistics, and industry.
• Footwear Safety shoes and boots (S1P and S3 certified) including low safety shoes, high safety boots, and gardening boots designed to provide stability and protection preventing injuries for professional users.
• Workgear / Accessories Work accessories including bags, belts, caps, hats, socks, and other accessories to complete workwear outfits for professionals and hobbyists.
• Highviz Certified high-visibility workwear including trousers, jackets, t-shirts, polos, and sweaters featuring fluorescent colours and safety class labels meeting EN ISO 20471:2013 for maximum visibility on job sites, roads, and building sites.
• Sherock Women's Workwear Women's workwear collection specifically designed for female professionals such as construction workers and masons, providing comfortable and durable workwear options tailored to women's needs and fit.
• Limited Edition Collection Exclusive limited edition collections featuring special designs such as the COLL SWEATER, DESERT T-SHIRT, FARIS SOFTSHELL JAS, IGOR WOMAN SOFTSHELL JACKET, SANDOR JACKET and various branded t-shirts and sweaters released periodically and unavailable once sold out.
• Essentials Collection Basic workwear line for professionals and DIY enthusiasts. Articles carry the HEROCK logo only on the inside, making them ideal for personalisation with company branding.
• Additionals Collection Workwear items designed for specific jobs or particular demands. Primarily aimed at professionals and advanced handymen, suitable for personalisation with company logos.
• Experts Collection Top-tier exclusive workwear collection using the most durable fabrics. Only sold by professional distribution partners, developed for craftsmen who want to make the best impression with clients.
• Private Label / Customisation Services Corporate clients can personalise HEROCK products with company logos and designs, with the company considering logo placement from the design stage. Services are available for both large corporations and one-person companies needing branded workwear for their workforce.

Quantifiable outcome

• 2-year guarantee on production errors and faulty materials
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Boutsen VDS Racing TeamcoreGTM or Marketing Partner · 1 January 2024Long-term motorsports partnership since approximately 2019. The Belgian racing team based in Wavre competes in GT3 racing including the Fanatec GT World Challenge Europe. In 2024, the team enters two Mercedes-AMG GT3s and celebrates its 25th anniversary.
• Yes Sir RacingminorGTM or Marketing Partner · 1 January 2024New sponsorship partnership announced in 2024. HEROCK® supports the racing team competing in Mini motorsport series in Class 4, with team achieving pole positions and competitive results.
• Intermarché-Wanty-GobertcoreGTM or Marketing Partner · 1 January 2022HEROCK® sponsors the professional Belgian cycling team since 2022. The team includes 11 nationalities of professional cyclists (South Africa, Eritrea, Estonia, etc.) and HEROCK® provides team apparel for use throughout the year at every cycling event.
• Tormans Cyclo Cross TeamcoreGTM or Marketing Partner · 1 January 2020HEROCK® has been a partner of the Tormans Cyclo Cross Team since February 2020. Products are used in multiple cyclo cross events including the Ethias Waaslandcross, Brussels Universities Cyclocross, X2O Badkamers Trophy, and Middelkerke Cross.
• G RALLY TEAMminorGTM or Marketing PartnerMotorsports rally team sponsorship for rally racing activities.
• Zenith Group SRLcoreChannel Partner/ Reseller/ DistributorAuthorized distributor for HEROCK® products in Italy. One of the key regional distributors managing product availability in the Italian market.
• Wearwell LtdcoreChannel Partner/ Reseller/ DistributorAuthorized distributor for HEROCK® products in English-speaking markets. Key regional distribution partner.
• NK Workwear AG Rudolf Krenger AGcoreChannel Partner/ Reseller/ DistributorAuthorized distributor for HEROCK® products in Switzerland.
• Vatnsvirkinn VinnufotminorChannel Partner/ Reseller/ DistributorAuthorized distributor for HEROCK® products in Iceland.
• VW Fun Cup / Kronos EventsminorGTM or Marketing PartnerEvent sponsorship for the VW Fun Cup endurance racing series. The Hankook 25 Hours VW Fun Cup at Spa-Francorchamps features approximately 130 cars, 600 drivers, and 15,000 spectators.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Carhartt Europe: Heritage US workwear brand with growing European presence, focused on rugged work-inspired apparel and footwear. Comparable to HEROCK on workwear DNA and durability positioning, but rooted in the US market with different distribution and brand connotations in Europe.

Direct peers

• U-Power: Italian safety footwear and workwear brand with a strong European dealer footprint. Directly comparable to HEROCK on integrated footwear + workwear assortment, S1P/S3 certification focus, and dealer-led European distribution.
• Snickers Workwear: Swedish premium workwear brand owned by Hultafors Group, offering trousers, jackets, and accessories for tradespeople. Directly comparable to HEROCK on product category, target customer (professional tradespeople), and European multi-tier dealer distribution model.
• Mascot International: Danish workwear brand with multi-tier collections (Customized, Premium, Workwear) sold through European distributors. Closely comparable to HEROCK on product architecture, customization and logo branding services, and B2B corporate positioning.
• Tranemo Workwear: Swedish workwear brand specializing in flame-retardant, high-visibility, and multirisk protective garments. Comparable to HEROCK on EN-certified trade workwear, Northern European design heritage, and dealer-led commercial model.
• Blakläder: Swedish workwear manufacturer specializing in durable trousers, jackets, and high-visibility clothing for construction and industrial workers. Directly competitive with HEROCK on premium functional workwear, multi-country dealer network, and 3-layer protection positioning.

Broad incumbents

• Helly Hansen Workwear: Norwegian workwear and base-layer brand serving construction, energy, and industrial sectors. Comparable to HEROCK on protective outerwear technology and EN-certified performance positioning, but with broader portfolio (including sportswear) and greater scale.
• Delta Plus Group: French-listed PPE manufacturer offering workwear, high-visibility clothing, gloves, and safety footwear. Comparable to HEROCK on certified workwear and high-visibility categories, but at much greater scale and broader PPE portfolio.
• Engelbert Strauss: Large German workwear, footwear, and PPE specialist with a multi-tier product portfolio (stretch, functional, work) and own retail/e-commerce. Overlaps with HEROCK on target tradespeople and product breadth, but operates at meaningfully greater scale and with direct-to-consumer infrastructure.
• Würth Modyf: Workwear subsidiary of the Würth Group, selling functional apparel and footwear for tradespeople through Würth's industrial sales channel. Comparable to HEROCK on B2B-anchored distribution and corporate uniform programs, with the backing of a much larger industrial group.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/herockworkwear

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Herock Workwear