What Viking does

Viking, operating under Canadian parent Alliance Mercantile Inc. (DBA Viking Wear), is a Vancouver-headquartered industrial safety gear and performance outerwear company founded in 1920. It manufactures and sells waterproof breathable workwear, flame-resistant apparel, chainsaw- and metatarsal-protected safety boots, high-visibility garments, and specialty work gloves for use cases including forestry and logging, mining, construction and trades, firefighting and emergency response, oil/gas/petrochemical, commercial fishing and food processing, traffic control, and recreational outdoor wear. Its core technical stack is materials-based rather than software-based: the proprietary V-Tech® breathable membrane, ThermoMaxx® insulation rated to -50°C/-60°F, Trilobal Polyester ripstop fabric, Stormblaster® hood system, Snug Fit boot last design, and Air/Moisture Control (AMC) sock technology underpin products that meet CSA, ASTM, UL, NFPA, CGSB, SATRA (CE), INSPEC (MED), and BSI (AS/NZS) safety certifications. Vertical integration is achieved through three wholly-owned manufacturing subsidiaries — Harvik Rubber Malaysia (described as the world's largest safety rubber footwear factory and a key source of handmade rubber construction), Marv Holland "Firewall" (hydrocarbon flash fire apparel), and Boardroom Apparel (Canadian custom clothing manufacturer).

The business operates as a hybrid B2B/B2C direct seller through the vikingwear.com e-commerce platform, augmented by four regional offices in Vancouver (HQ), Quebec, Toronto, and the United States. Pricing is not publicly disclosed and is consistent with quote-based B2B industrial procurement, varying by product configuration, volume, and customer relationship. The product catalog spans approximately 30 sub-brand families including Tempest, Torrent, Windigo, CreekSide, BT Elements (recreational outerwear), Journeyman, Norseman, Handyman, Bristol Bay, Professional Thor, Open Road (industrial outerwear, hi-vis), Firewall FR (FR protective gear), and a deep industrial footwear line covering firefighter, mining, forestry, high-pressure washing, hydrocarbon flash fire, dielectric, construction, fishing/food/agriculture, marine/yachting, and hazmet categories. The customer base is fragmented across multiple regulated verticals with no disclosed named enterprise logo concentration, suggesting reliance on distributor relationships, procurement frameworks, and individual worksite orders rather than a small set of anchor accounts. No revenue, funding, or order-book data is publicly disclosed.

The company manages 51-100 employees and a portfolio of 14 registered trademarks spanning proprietary technology marks (V-Tech, ThermoMaxx, Stormblaster, Snug Fit, Vi-brance), product-line marks (Handyman, Journeyman, Norseman, Open Road, Firewall FR, BT Elements, Black Forte), and brand assets (Viking®, Brave The Elements®). Operating with a 100+ year brand heritage, Viking's economic position rests on certified performance specifications, owned rubber footwear manufacturing, and a comprehensive PPE catalog that addresses multiple compliance regimes simultaneously — a structurally distinct footprint from pure-play recreational outerwear or single-category safety footwear competitors.

Name

Viking

Legal name

Alliance Mercantile Inc.

Website

https://vikingwear.com

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

51–100 employees

Short description

Viking (Alliance Mercantile Inc.) is a Canadian-founded (1920) industrial safety gear and performance outerwear manufacturer serving forestry, mining, construction, firefighting, oil & gas, food processing, traffic control, and recreational end markets with certified boots, FR apparel, hi-vis garments, work gloves, and waterproof apparel.

Ownership category

akta.pro rank

Product category

Industrial Safety Wear and Protective Workwear

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599), Apparel Accessories and Other Apparel Manufacturing (3159), Footwear Manufacturing (3162)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Rubber & Plastics Footwear (3021)

akta.pro primary industry

Workwear, Uniforms & Safety Apparel Cut & Sew (IMAOAEAC)

akta.pro secondary industries

Chemical-Resistant & Hazardous Materials Protective Clothing (CRAAALAI), High-Visibility (Hi-Vis) Safety Apparel (CRAAALAE), Protective & Work Accessories Manufacturing (Safety Gloves/Hi-Vis Accessories) (IMAOAFAH), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Industrial safety apparel
• Protective workwear
• Waterproof outerwear
• Safety footwear
• Flame resistant garments

Headquarters

HQ city

Burnaby

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Safety Gear Sales: Direct sales of industrial safety clothing, footwear, gloves, and protective gear to workers and companies in sectors including construction, mining, forestry, oil and gas, and general industry.
2. Recreational Outerwear Sales: Consumer-facing sales of performance outdoor apparel incorporating industrial-grade waterproof and protective technologies for recreational use.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Viking Wear manufactures and sells industrial safety apparel and recreational outerwear, including waterproof/breathable jackets and bib pants, chainsaw-resistant and metatarsal-protective safety boots, flame-resistant FR coveralls and parkas, high-visibility safety vests, and protective gloves. Products serve both B2B industrial buyers (forestry, mining, construction, oil and gas, firefighting, food processing) and B2C recreational consumers through direct e-commerce and regional sales offices across Canada and the USA.

Product overview

Viking is a performance outerwear and industrial safety gear company offering a diversified portfolio of waterproof/breathable apparel and protective equipment. The product portfolio spans Recreational Outerwear (Tempest, Torrent, Windigo, CreekSide, BT Elements with Tri-zone layering system), Industrial Outerwear (Journeyman, Norseman, Handyman, Bristol Bay lines in various denier configurations), FR Protective Gear (Firewall FR line with Westex fabric for flame resistance), Industrial Footwear (mining, forestry, firefighter, construction, hazmat boots with chainsaw and metatarsal protection), Gloves (disposable and heavy-duty latex/nitrile), and High Visibility garments. Key technologies include V-Tech waterproof/breathable membrane, ThermoMaxx insulation, Trilobal Polyester ripstop fabric, and Stormblaster hood system. Manufacturing is vertically integrated through ownership of Harvik Rubber Malaysia, Marv Holland Firewall, and Boardroom Apparel. Products carry certifications from CSA, ASTM, UL, NFPA, SATRA (CE), INSPEC (MED), BSI (AS/NZS), and other global safety bodies.

Differentiator

Problem solved

Functional benefit

Brands

• Harvik: Safety rubber footwear brand - Harvik Rubber Malaysia, world's largest safety rubber footwear factory
• Firewall
• Open Road
• Handyman
• Journeyman
• Norseman
• Tempest
• Torrent
• Bristol Bay
• BT Elements
• Bekina
• Evolution by Viking
• Viking Professional
• Viking Firefighter
• Viking Miner 49er

Products and services

• Industrial Outerwear Waterproof/breathable industrial jackets, bib pants, coveralls, and suits for construction, forestry, mining, utilities, and general trades. Includes rugged Trilobal ripstop configurations, PVC splash protection, and insulated variants for cold-weather work.
• Recreational Outerwear Waterproof/breathable outerwear and layering systems (Tri-zone, fleece, soft shell, liners) for outdoor recreation including hiking, fishing, hunting, and everyday outdoor use.
• Viking Firewall FR Flame-Resistant Protective Gear Flame-resistant coveralls, jackets, parkas, bib overalls, hoodies, fleece, and FR footwear made with Westex by Milliken 88% cotton/12% nylon fabric, certified to NFPA 2112, NFPA 70E, CGSB 155.20, and ASTM F1506 standards for hydrocarbon flash fire and electrical arc exposure.
• Industrial Safety Footwear Handmade rubber safety boots with chainsaw protection (Bushwhacker, Spiked Forester), mining protection (Miner 49er, MET Guard), firefighter boots (felt-lined), hazmat chemical protection (Hazmet), construction work boots, dielectric boots, and high-pressure washing footwear. Features Snug Fit last design, CSA Omega 18kV electric shock resistance, and FR variants with TPP up to 58 cal/cm².
• Industrial Gloves Disposable protective gloves (poly, vinyl, phthalate-free vinyl, nitrile in standard, Black Forte, and Diamond Grip variants), heavy-duty reusable latex gloves, and coated work gloves (Nitri-Dex nitrile-coated, MegaGrip) for industrial applications.
• High Visibility Apparel High-visibility vests, shirts, hoodies, rainwear, and liners with Vi-brance reflective material, fluorescent CSA/ANSI colors, and CSA Z96-22 Class 2, Level 2 plus ANSI/ISEA 107-2020 Type R, Class 2 compliance for traffic control, surveying, and road work.

Quantifiable outcome

• Waterproof testing minimum standard of 11.2 psi (784 mbar) hydrostatic pressure using AATCC 127 method
• +7 more outcomes

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Marv Holland FirewallcoreStrategic or Co-development PartnerCanadian innovator of hydrocarbon flash fire apparel acquired by Viking. Developer of the Firewall FR® product line providing flame resistant protection meeting CGSB 155.20 standards for oil and gas, petrochemical, and electrical utility industries.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carhartt: Iconic American workwear brand offering rugged outerwear, work pants, and FR apparel for construction, trades, and industrial workers. Closely comparable in positioning around durable, branded workwear for blue-collar end-users.
• National Safety Apparel: US-based FR and arc-rated apparel manufacturer serving oil & gas, utilities, and industrial markets with comparable certification portfolio (NFPA 2112, NFPA 70E). Directly competitive with Viking Firewall FR for energy and utility accounts.
• Red Wing Shoes: Heritage American work boot and safety footwear brand serving construction, trades, oil & gas, and industrial workers. Comparable in positioning around branded, durable, certified protective footwear with strong end-user loyalty.
• Bulwark Protection: VF Corporation-owned flame-resistant apparel brand directly competing with Viking's Firewall FR line in oil & gas, petrochemical, and electrical utility markets. Overlapping NFPA 2112/70E certified product portfolio.
• Dunlop Protective Footwear: Global manufacturer of PVC and rubber protective boots for food processing, agriculture, mining, and industrial use. Directly competitive with Viking's Harvik-branded industrial rubber footwear across Europe, North America, and Asia.
• Helly Hansen Workwear: Heritage Norwegian workwear and recreational outerwear brand with overlapping waterproof/breathable technology portfolio and similar dual industrial-recreational go-to-market approach. Comparable in brand heritage (founded 1877) and product mix spanning offshore, construction, and outdoor segments.
• Ansell: Global leader in industrial and medical gloves including chemical-resistant and cut-resistant hand protection. Overlaps Viking's industrial gloves portfolio (disposable nitrile, latex, supported gloves) in industrial end markets.
• Tingley Rubber Corporation: Specialized industrial rubber footwear and protective clothing manufacturer with comparable product focus on hazmat, food processing, and general industrial boots. Closely overlaps Viking's Harvik rubber boot lines in target use cases.

Broad incumbents

• MSA Safety: Global safety equipment manufacturer (including protective footwear and FR apparel via acquisitions) competing across mining, oil & gas, fire service, and construction — Viking's primary verticals. Operates at much larger scale with R&D and procurement advantages.
• Honeywell Personal Protective Equipment: Global industrial safety conglomerate (Miller, North, Howard Leight, Salisbury) offering footwear, head-to-toe PPE, and FR apparel to the same heavy-industry verticals Viking serves. Larger scale, broader portfolio, and global enterprise sales coverage make it a benchmark incumbent competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/alliance-mercantile-inc

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 Viking