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Rock Fall embraces ambitious growth plans & sales team restructure

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Rock Fall, a multi-award-winning second-generation family owned business in Alfreton sits at the forefront of the safety footwear market supplying more than 700,000 pairs per year, their world first innovations provide solutions to the ever-changing demands of modern industry.

The company’s turnover is now well into 8 figures in Safety Footwear, supplying some of the largest companies in the world via a network of authorised distribution partners ranging from independent safety equipment distributors, FTSE 100 PLCs and multi-national organisations. Major distributors include household names like Bunzl, Travis Perkins, Toolstation, Amazon, Rexel, Speedy and Arco.

The company has a strong desire to build the business, and the brand to international acclaim. Rock Fall is open to new partnerships from Agents, Distributors, Endusers to accelerate their International Expansion. As a result, the Senior Management Team have taken the decision to restructure its UK sales team, immediately creating 2 new positions, at senior level.

The changes see the company, that has always adopted a geographical approach to service customers, move to a Divisional first approach. This highly focused structure will allow the business to scale up again, take additional market share and drive the brand further into new and existing customer markets.

As a result, Paul Seedhouse, after approximately 18 months of service supporting distributors in the South of England, takes up the role of Divisional Sales Manager for Agricultural, Retail and Merchants (ARM). Rock Fall have identified this as a key growth area due to marketplace changes and their existing market position.

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Speaking about the new role Paul Seedhouse said “I’m incredibly excited to take this opportunity with both hands, we already have an outstanding customer base in this Division but the aim is to take it to the next level. We proved the viability of this Division last year, despite all the obstacles we worked together with the whole Rock Fall team and our much-valued Authorised Distribution Partners to keep supporting our Key workers. We devised meaningful initiatives such as our COVID secure pop-up open days and to see what these did for our well-respected heroes in Healthcare, Highways and Construction filled me with a great sense of pride. We’ll look back at the achievement fondly, but now the next stage begins!”

Rock Fall’s core customer base which is viewed as the Industrial, Safety Equipment Distributors Division has been created with the addition of a new vacancy of Divisional Sales Manager position also. This position steers the growth of Rock Fall’s Industrial contract business and is supported by their existing Field Sales Team.

Paul Seedhouse’s previous position of Field Sales Manager (South) which falls into this Industrial Division, has been filled by Andrew Faulkner, who joins Rock Fall with a wealth of experience in the PPE sector. He brings a decade of experience working alongside some of the largest PPE distributors, end-users, industry bodies and associations.

He joins to work with our authorised distribution partners that are based in the South of England, alongside Shantell Williams. “It’s my first week, but I am blown away by my first impressions of Rock Fall. There is a buzz about the place which is hard to put into words. I’m very excited to have joined an industry leading and innovative manufacturer. I am very much looking forward to bringing additional success to an already thriving business and customer base.”

The recruitment drive for these outstanding vacancies is actively ongoing and further updates will be made available once decisions are made.

Summarising the strategy Richard Noon, Company Director echoed. “We are absolutely delighted to

make these announcements and heartened by the drive of our team. The opportunities are out there and we feel that over the past few years we really have accelerated our growth plans. There are dozens of further announcements that we will be making in the next 6-12 months but for today its all about how excited we are to have a reworked sales structure, that will take us to the next level.”

In 2020, Rock Fall ran elective testing on their RF040 Manitoba Freezer Rigger boot, against liquid nitrogen to simulate a cryogenic environment. This is the only known boot to be independently verified to offer cold temperature protection for use when transporting the COVID-19 vaccines.

Rock Fall also provided a large quantity of footwear for use at the COVID-19 pop up test centres.

The Senior Management Team also formed Rock Fall North America with stock holding in Tennessee to supply highly specialist safety footwear to the US market.

Key figures:

Despite the market being down around 30% Rock Fall shipped approximately the same number of pairs in 2020 as they did in 2019.

Vegan range sales 68.27% as people look to be healthier in light of the health crisis.

DTC shipments 16.83% with reduced handling and faster processing to get footwear to the frontline key worker that needed it.

Sales with online distributors increased by an enormous 178.57% as more company buyers were shopping from home and needed a secure purchasing solution.

Read more information on Rock Fall

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