What Snickers Workwear does

Snickers Workwear is a Sweden-based professional workwear and personal protective equipment (PPE) brand founded in 1975 by craftsman Matti Viio and headquartered in Danderyd, Stockholm County. It operates as a wholly-owned brand within Hultafors Group AB, a privately held Swedish conglomerate that also owns Solid Gear Footwear, Hellberg Safety, Scangrip, Hultafors Tools, CLC Work Gear, and other professional tool and safety brands; the company became part of Hultafors Group in 2007.

Its core offering spans work trousers (with integrated knee protection), work shorts, work jackets, topwear, certified high-visibility garments (EN ISO 20471), and the ProtecWork flame-retardant sub-brand covering heat, flame, and electric-arc hazards. The accessories ecosystem — tool belts (XTR, Craftsmen, Service lines), work gloves (Precision Flex, Weather Flex, Power series), certified kneepads (EN 14404), and care products such as OrganoTex PFAS-free waterproofing — is engineered for interoperability with Snickers trousers and toolbelts. Technology is rooted in textile engineering: an in-house laboratory staffed with textile engineers in Tukums, Latvia performs physical testing, complemented by field-testing with professional users. Core materials include cotton, polyester, polyamide, leather, and sustainable alternatives (recycled fibres, organic cotton, solution-dyed fabrics). Product development is supported by Life Cycle Assessments to ISO 14040/44 across 15 environmental impact categories, supply chain transparency via the Worldfavor SaaS platform, and carbon product-footprint methodology collaboration with Carbonfact using EU PEF.

The business model is hardware product sales through a multi-channel distribution architecture: an authorised retailer/dealer network across Europe, a dedicated B2B Partner Portal (partnerportal.hultaforsgroup.com) for enterprise customers, and direct e-commerce with publicly listed Recommended Retail Prices ranging from EUR 2 (bulk glove packs) to EUR 222 (premium XTR Electrician's Toolbelt). Customer segments are horizontal and persona-based — primarily professional craftsmen (carpenters, electricians, construction workers, welders), with secondary lines for women in trades and junior/new craftsmen. Geographic focus is Europe, with sales leadership structure covering Nordics, UK & Ireland, Benelux & France, DACH/Italy/Poland, and an International Direct Account channel for additional markets. The company employs approximately 105 people and has publicly committed to science-based climate targets (50% scope 1-2 and 42% scope 3 emissions reductions by 2030), 100% renewable electricity in scope 1-2 (2023), and 80% more sustainable cotton sourcing by 2023.

Name

Snickers Workwear

Legal name

Snickers Workwear

Website

https://snickersworkwear.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

Snickers Workwear is a Sweden-founded (1975) premium workwear and PPE brand serving professional craftsmen across Europe with durable trousers, jackets, high-visibility clothing, flame-retardant garments, and accessories, distributed via retailers and a B2B Partner Portal within Hultafors Group.

Ownership category

akta.pro rank

Product category

Professional Workwear and Personal Protective Equipment

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Manufacturing (315)

SIC

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

akta.pro primary industry

Industrial Workwear (General) (CRAAALAA)

akta.pro secondary industries

Workwear, Uniform & Protective Apparel Manufacturers (CRAAAAAH), Protective & Work Accessories Manufacturing (Safety Gloves/Hi-Vis Accessories) (IMAOAFAH)

Keywords

• Professional workwear
• Personal protective equipment
• Flame retardant clothing
• High visibility clothing
• Workwear accessories

Headquarters

HQ city

Tukums

HQ country

Latvia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Workwear Product Sales: Snickers Workwear generates revenue primarily through the sale of durable, functional workwear products including work trousers, jackets, high-visibility clothing, gloves, tool belts, and accessories. Products are sold through a network of retailers, distributors, and direct business partner channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Snickers Workwear designs, manufactures, and sells durable, functional workwear and personal protective equipment for professional craftsmen. The product portfolio spans work trousers with integrated knee protection, work shorts, jackets, topwear, high-visibility clothing, the ProtecWork flame-retardant sub-brand, and accessories including tool belts, gloves, kneepads, and waterproofing treatments. Products are sold through a network of retailers, distributors, and a dedicated B2B Partner Portal across Europe and globally.

Product overview

Snickers Workwear offers a comprehensive portfolio of workwear and accessories for professional craftsmen. The core product line includes work trousers with integrated knee protection, work shorts, work jackets, topwear, and high-visibility clothing certified to EN ISO 20471. The ProtecWork sub-brand provides flame-retardant protective workwear with inherent protection against heat, flame, and electric arc hazards. The accessory range encompasses tool belts and pouches (XTR, Craftsmen, Service lines), work gloves (Precision Flex, Weather Flex, Power series), kneepads certified to EN 14404, and care products including OrganoTex waterproofing treatments. The product ecosystem is designed for interoperability, with kneepads specifically fitting Snickers trousers' knee pockets and tool accessories designed for Snickers toolbelts.

Differentiator

Problem solved

Functional benefit

Brands

• ProtecWork: Flame retardant and protective workwear product line including garments, gloves, and holster pockets designed for high-risk work environments.

Products and services

• Work Trousers Market-leading work trousers with integrated knee protection, designed for durability and functionality in demanding work environments. Targeted at professional craftsmen including carpenters, electricians, and construction workers.
• Work Shorts Work shorts designed for comfort and functionality during hot days and warm working conditions, for craftsmen working in warm environments.
• Work Jackets Technical work jackets providing protection and comfort for professionals in various work environments.
• Topwear Upper body workwear garments including shirts, fleece, and mid-layer options for professional craftsmen.
• High-Visibility Clothing Certified high-visibility workwear meeting EN ISO 20471 standards for enhanced worker visibility and safety in hazardous environments.
• ProtecWork Flame-Retardant Workwear Flame-retardant protective workwear line providing protection against heat, flame, and electric arc hazards. Includes workwear, gloves, and holster pockets with inherent flame-resistant properties, certified to EN ISO 11612, EN ISO 14116, EN 1149-5, and IEC 61482-2 standards.
• Tool Belts Durable tool belts and tool pouches with ergonomic design and flexible attachment systems for craftsmen, carpenters, and electricians. Includes XTR (premium), Craftsmen, and Service product lines, with prices ranging from EUR 96 to EUR 222 RRP for premium configurations.
• Work Gloves Durable work gloves for demanding environments including wind and water resistant options, reinforced grip, and high cut protection. Includes Precision Flex, Weather Flex, and Power series, certified to EN 388 and EN 511 standards.
• Knee Protection (EN 14404) Certified kneepads (Type 2, Level 1 and Level 0) designed for use with Snickers Workwear trousers' knee pockets, certified according to EN 14404:2010 standard for protection during kneeling work.
• Other Accessories Additional workwear accessories including PowerFoam kneepads, OrganoTex PFAS-free biodegradable textile waterproofing treatments (500ml treating 5-7 garments), water bottles, ID holders, and socks.

Quantifiable outcome

• Climate targets: 50% reduction scope 1&2 CO2e emissions and 42% reduction scope 3 emissions by 2030 (base years 2018 and 2020 respectively)
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• CarbonfactcoreTechnology or Integration · 1 January 2023Carbon management platform collaboration initiated at end of 2023. Calculation methodology will change to bottom-up approach using Carbonfact and EU Product Environmental Footprint methodology (EU PEF) for calculating product footprints.
• STICA (Scandinavian Textile Initiative for Climate Action)coreStrategic or Co-development Partner · 1 January 2019Nordic-wide network supporting the region's apparel and textile industries. Snickers Workwear is one of 40 members sharing learnings and collaborating on data collection, processes, supplier dialogues, and crucial developments to reduce GHG emissions in line with 1.5°C Paris Agreement pathway.
• Hultafors GroupcoreOthers · 1 January 2007Snickers Workwear became part of Hultafors Group in 2007. Hultafors Group's vision is to create and offer professional craftsmen safety, protection, and efficiency in their everyday lives. Group includes brands: Hultafors Tools, W.Steps, Solid Gear Footwear, Hellberg Safety, Scangrip, Telesteps, Johnson Level, CLC Work Gear, EripioWear.
• Better CottoncoreStrategic or Co-development PartnerPartnership to improve cotton farming globally. Better Cotton's mission is to help cotton communities survive and thrive while protecting the environment. Snickers Workwear is committed to sourcing 80% of cotton as more sustainable cotton (Better Cotton, organic, or recycled) by 2023.
• RISE (Research Institute of Sweden)coreStrategic or Co-development PartnerThrough membership in RISE's Chemicals Group, Snickers Workwear stays up-to-date on environmental issues, textile chemistry research, and chemical databases. RISE provides support in managing existing legislation and insights for adapting to new legislation.
• Textile Importers (Textilimportorerna)minorStrategic or Co-development PartnerTrade association for Swedish companies working in textiles, leather goods, clothing, and shoes. Provides trade-related legislative information, chemical support, and sustainability improvement guidance.
• ChemSecminorStrategic or Co-development PartnerJoined Swedish non-profit organisation ChemSec and their 'No to PFAS' movement to phase out and ban non-degrading and harmful fluorinated compounds ('forever chemicals').
• WorldfavorcoreTechnology or IntegrationSaaS-based platform used for supply chain transparency and due diligence. Supports risk evaluation and validates suppliers as ethical and compliant. Provides process to identify risks, quantified data for action, ability to track improvements, and data collection for due-diligence reporting.
• OrganoTexminorStrategic or Co-development PartnerCollaboration for OrganoTex Biobased Wash-In Textile Waterproofing product (9912/9913). PFAS-free, biodegradable treatment for reproofing water-repellent textiles. Eco-labelled with OEKO-TEX Eco Passport.
• WhistleB Whistleblowing CentreminorOthersExternal reporting channel for whistleblowing, provided independently of Hultafors Group's IT services to ensure anonymity and protection for reporters of misconduct.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mascot Workwear: Danish-headquartered workwear brand selling certified trousers, jackets and PPE accessories through European dealer networks — competing head-to-head with Snickers in the craftsmen trade channel.
• Portwest: Irish family-owned manufacturer of safety apparel, footwear and PPE — directly competing in certified workwear, hi-vis, FR and work gloves across the same European dealer channels as Snickers.
• Helly Hansen Workwear: Workwear sub-brand of Helly Hansen focused on trades and offshore/professional segments, with overlapping jacket, trouser and high-vis SKUs targeted at the same craftsmen buyer.
• Fristads: Swedish workwear brand with a long heritage in durable trade garments; functionally comparable to Snickers and currently referenced inside Hultafors Group's extended PPE/commercial network.
• Blåkläder: Swedish workwear manufacturer founded in 1959, specializing in functional and protective garments for craftsmen — directly overlapping Snickers' product mix and core customer segment across Northern Europe.
• Engelbert Strauss: German family-owned workwear and PPE specialist with extensive own-brand e-commerce and trade catalogs — closest large-scale direct rival to Snickers in functional craftsmen workwear across DACH and broader Europe.

Broad incumbents

• Ansell: Global PPE specialist with leadership in protective gloves; overlaps with Snickers' work gloves line (EN 388/EN 511) and competes for the same trade and industrial B2B procurement budgets.
• Dickies (VF Corporation): Global workwear brand owned by VF Corporation offering trousers, coveralls and protective garments — broad incumbent with distribution scale that competes with Snickers on tenders and dealer shelves.
• Carhartt: Large-scale US-headquartered workwear and rugged apparel brand with growing European presence; overlaps on durable trade garments but as a much broader lifestyle-and-workwear incumbent.
• 3M Personal Safety Division: Diversified PPE incumbent whose protective apparel, eyewear and hearing protection portfolio intersects with Snickers' certified garments and footwear-adjacent categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCwRSBYbXa2wX59yff4bJ0FA
• Facebookfacebook.com/SnickersWorkwearOriginal
• LinkedInlinkedin.com/company/snickers-workwear
• Instagraminstagram.com/snickersworkwear
• Pinterestpinterest.se/SnickersWW

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 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 Snickers Workwear