Mascot International

Name

Mascot International

Legal name

Mascot International A/S

Website

https://mascot.dk

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Workwear and Safety Footwear

NAICS

Footwear Manufacturing (31621), Apparel Manufacturing (315)

SIC

Rubber & Plastics Footwear (3021)

akta.pro primary industry

Workwear, Uniform & Protective Apparel Manufacturers (CRAAAAAH)

akta.pro secondary industries

Work, Safety & Occupational Footwear (CRAAACAE), High-Visibility (Hi-Vis) Safety Apparel (CRAAALAE), Fire-Resistant (FR) & Arc-Rated Apparel (CRAAALAD)

Keywords

• Workwear manufacturing
• Safety footwear
• Hi-vis clothing
• Occupational apparel
• Protective clothing

Headquarters

HQ city

Engesvang

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Workwear and Safety Footwear Sales: MASCOT designs, manufactures and sells a broad range of workwear and safety footwear through authorized dealers and direct corporate sales. Product categories include work pants, jackets, safety clothing, safety footwear, accessories, children's clothing, and underwear.
2. Customized/Corporate Clothing: MASCOT offers customized corporate clothing programs including company logos, firm logos, profile clothing, and E-Procurement (MASCOT SmartStore) for enterprise customers.
3. Dealer/Reseller Network: Products are distributed through a network of authorized dealers across European countries (Denmark, Germany, Netherlands, France, UK, Spain, Italy, Austria, Belgium, Switzerland, USA, Ireland, Finland, Norway, Sweden, Poland, Australia, New Zealand, Chile).

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Mascot International designs, manufactures, and sells a broad range of workwear and safety footwear, including hi-vis, flame-resistant, arc flash, chemical, cold, rain, and welding-protective clothing certified to EN ISO standards. Approximately 75% of products are produced in the company's own factories in Vietnam and Laos, with the remainder sourced from specialized external producers, and the portfolio is sold via authorized dealer networks and direct corporate programs across 18+ countries.

Product overview

Mascot International is a Danish, family-owned workwear and safety footwear company founded in 1982, producing a comprehensive portfolio of occupational apparel and protective footwear. The core product lines include general workwear (arbejdstøj) covering jackets, trousers, shirts, t-shirts, and accessories; safety clothing (sikkerhedstøj) with EN-certified protective wear; and safety footwear (sikkerhedsfodtøj) including shoes, boots, and sandals. The company operates branded sub-lines including MASCOT® SAFE (SAFE SUPREME, SAFE LIGHT, SAFE COMPETE, SAFE ARCTIC, SAFE AQUA, SAFE CLASSIC, SAFE IMAGE, SAFE YOUNG), MASCOT® ACCELERATE SAFE for hi-vis stretch clothing, MASCOT® MULTISAFE for multi-hazard protection, and MASCOT® CUSTOMIZED for tailored solutions. Key proprietary technologies include ULTIMATE STRETCH four-way stretch fabric, CLIMASCOT® insulation, Click Pocket System, and MASCOLEYER® textile nail protection. The portfolio is distributed through certified dealers and supported by services like E-Procurement (SmartStore) and the Mobile Showroom. Approximately 75% of products are manufactured in company's own facilities in Vietnam and Laos, with the remainder being trade products including safety footwear, socks, and knee pads. The company holds multiple EN safety certifications spanning visibility, flame protection, chemical resistance, cold protection, and electrical arc flash protection.

Differentiator

Problem solved

Functional benefit

Brands

• MASCOT RE-worked®: Circular economy concept for recycling used workwear into new materials
• MASCOT® ACCELERATE SAFE
• MASCOT® MULTISAFE
• MASCOT® SAFE SUPREME
• MASCOT® SAFE LIGHT
• MASCOT® SAFE COMPETE
• MASCOT® SAFE ARCTIC
• MASCOT® SAFE AQUA
• MASCOT® SAFE CLASSIC
• MASCOT® SAFE IMAGE
• MASCOT® SAFE YOUNG
• MASCOT CUSTOMIZED
• MASCOT FOOTWEAR
• MASCOT® ULTIMATE STRETCH
• MASCOT® ADVANCED
• CLIMASCOT®
• MASCOT® HARDWEAR
• MASCOT® Mobile Showroom
• MASCOT SMARTSTORE

Products and services

• MASCOT Workwear (Arbejdstøj) Core workwear range of jackets, trousers, shirts, t-shirts, polo shirts, sweaters, and accessories designed for craftsmen, tradespeople, and industrial workers across professional industries.
• MASCOT Safety Footwear (Sikkerhedsfodtøj) Safety shoes, boots, and sandals certified to EN ISO 20345 standards, with toe protection, puncture resistance, and slip resistance for workers in hazardous environments.
• MASCOT Safety Clothing (Sikkerhedstøj) Certified safety clothing including hi-vis garments, flame-resistant wear, arc flash protective apparel, chemical-protective, and electrostatic-discharge clothing meeting multiple EN standards for workplace hazards.
• MASCOT® CUSTOMIZED Customized corporate clothing program offering tailored workwear solutions with firm logos, profile clothing, embroidery, and printing for enterprise customers.
• MASCOT SmartStore (E-Procurement) Electronic procurement service enabling large corporate customers to manage workwear ordering, automated reordering, and corporate branding through a digital procurement platform.
• MASCOT® Mobile Showroom Mobile showroom service that brings the full product range directly to corporate buyer locations for hands-on evaluation, fitting, and purchase decisions.
• MASCOT Accessories (Tilbehør) Workwear accessories including EN 14404 certified knee pads, belts, hanging pockets, socks, footwear care products, caps, hoods, and balaclavas that complement core workwear products.
• MASCOT RE-worked® Circular economy program that collects used MASCOT workwear through dealers, shreds the garments, and presses them into mats for use in furniture production and building insulation.

Quantifiable outcome

• All products tested before, during, and after production in laboratories and real workplaces
• +3 more outcomes

Named customers9 records

Segments10 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

13 partnerships are on record, tiered minor.

• Team Coronel (Dakar Rally)minorGTM or Marketing PartnerMASCOT sponsors Team Coronel in the Dakar Rally, one of the world's toughest motorsport events. MASCOT provides workwear for the team's mechanics who work under extreme conditions for approximately 8000 km over 14 days in sand, stone and dust, working through nights without external help.
• FDM JyllandsringenminorGTM or Marketing PartnerDanish racing circuit partnership where MASCOT serves as partner and in some cases as supplier of workwear for the track's technical personnel.
• Autodromo Nazionale Monza (Italy)minorGTM or Marketing PartnerPartnership with the legendary Italian racing circuit (home of the Italian Grand Prix). MASCOT is present as partner and in some cases as supplier of workwear for technical personnel.
• Circuit Spa-Francorchamps (Belgium)minorGTM or Marketing PartnerPartnership with the iconic Belgian racing circuit. MASCOT is present as partner and supplier of workwear for the circuit's technical staff.
• Circuit Zandvoort (Netherlands)minorGTM or Marketing PartnerPartnership with the Dutch racing circuit. MASCOT is present as partner and in some cases as supplier of workwear for technical personnel.
• Selected Car Racing (TCR Denmark, Super 2L)minorGTM or Marketing PartnerDanish racing team competing in TCR Denmark and Super 2L. MASCOT supports young Danish motorsport talents with workwear from the MASCOT CUSTOMIZED series combining maximum comfort with flexible functionality for mechanics and technicians.
• Eisbären Berlin (German Ice Hockey)minorGTM or Marketing PartnerPartnership with Eisbären Berlin, one of Germany's flagship ice hockey teams. MASCOT is visible through LED band branding along the ice and under-ice branding in the German hockey league.
• Red Bull München (German Ice Hockey)minorGTM or Marketing PartnerPartnership with Red Bull München ice hockey team in Germany's top league. MASCOT visible through LED band and under-ice branding at games.
• European Ice Hockey Leagues (general)minorGTM or Marketing PartnerMASCOT is present in some of Europe's strongest ice hockey leagues with LED band branding and under-ice branding on ice rink boards.
• European Football Leagues (general)minorGTM or Marketing PartnerMASCOT is present as sponsor in some of Europe's largest football leagues. Visible on LED banners along sidelines, on TV broadcasts and in football programs. Also serves as official workwear supplier to several clubs' own staff.
• Large global shipping companies transitioning to LNGminorStrategic or Co-development PartnerMASCOT ships products in 40-foot containers by sea and partners exclusively with large global shipping companies that have begun converting vessels from diesel to LNG (liquefied natural gas) engines to reduce CO2 emissions.
• RE-worked recycling partnerminorStrategic or Co-development PartnerPartner company that shreds collected MASCOT workwear into small pieces and presses them into mats of varying thickness and hardness for use in furniture production and building insulation.
• Certified waste management companiesminorOthersMASCOT uses certified waste management companies to collect and recycle normal waste (fabric scraps, paper, thread, damaged pallets) and hazardous waste (discarded oil, materials with absorbed hazardous waste, metal containers, medical waste, batteries, electronics).

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Ejendals (Jalas Safety Footwear): Swedish manufacturer of Jalas safety footwear and TEGera work gloves, with strong EN-certified safety product portfolio and European B2B sales. Most direct competitor to Mascot on the safety footwear side of the business.
• Helly Hansen Workwear: Norwegian heritage brand with a dedicated workwear division selling safety footwear, hi-vis, and protective apparel through European and global distribution. Overlaps directly with Mascot's trades, offshore/wind, and industrial safety categories.
• Snickers Workwear: Swedish-origin workwear manufacturer specializing in craftsmen and trades apparel, with similar multi-country European distribution and comparable proprietary stretch/fabric technology focus. Direct head-to-head competitor in the same end segments as Mascot.
• Engelbert Strauss: German family-owned workwear and PPE company with strong direct-to-customer and B2B catalogs across Europe. Competes with Mascot on trades, industrial segments, and price-performance positioning in DACH and beyond.
• Würth Modyf: Corporate workwear and PPE brand inside the Würth Group, selling tailored corporate clothing programs across Europe. Directly comparable on enterprise, customization, and procurement-service business model to Mascot CUSTOMIZED.
• Blåkläder: Swedish workwear manufacturer focused on craftsmen, construction and industrial workers with comparable EN-certified safety range and own production footprint. Closest Scandinavian head-to-head on quality, fit, and durability positioning.
• Uvex Safety Group: German manufacturer of safety footwear, hi-vis workwear, and PPE with similar EN certifications and a multi-country European sales network. Stronger on personal protective equipment breadth; comparable on safety footwear line.
• Fristads Kansas Group: Swedish workwear group (Fristads, Kansas, Lejondal, Bostjan) selling EN-certified professional apparel across Europe. Competes with Mascot in trades, industrial, and corporate wear segments at similar price points.

Broad incumbents

• Carhartt: Global heritage workwear brand expanding in Europe with strong brand recognition in construction and trades. Less of a one-to-one safety/PPE competitor to Mascot but competes for the same end-buyer occasions.
• Dickies Workwear: Iconic American workwear brand now owned by VF Corporation, with broad distribution in Europe and a wide range of workwear. Less specialized in certified safety wear than Mascot but competes for trades-worker wallet share.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MascotInternational
• Facebookfacebook.com/MascotWorkwear
• LinkedInlinkedin.com/company/mascot-workwear
• Instagraminstagram.com/mascotworkwear

Compliance20 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Mascot International