In 2021, Gales stepped into the market, offering comfortable and safe shoes tailored specifically for healthcare professionals. Fast forward to the present, the brand is pivoting to cater to a broader audience—individuals whose daily routines involve prolonged periods of standing.
Under its new identity, Stand+, the company is introducing a fresh line of workplace safety shoes, tailored not just for healthcare but for various other standing-intensive professions like food service, hospitality, and cleaning. The latest additions to their repertoire, AntiGrav1 and AntiGrav2, boast slip-resistant properties and incorporate cutting-edge technology aimed at dispersing energy and alleviating the strain on knees, backs, and joints endured during extended periods of standing.
“The energy dispersion technology that we initially developed for healthcare professionals holds immense benefits for individuals across diverse professions that entail standing for prolonged durations. We are thrilled to extend this technology to a wider demographic.”
Rob Gregg, the founder and CEO of Stand+, explained the rationale behind this strategic shift.
Accompanying the rebranding initiative, Stand+ disclosed securing $2 million in its recent funding round, drawing support from both existing stakeholders and new investors, including notable names like Cake VC, Women’s Equity Lab, Midnight Venture Partners, Cosmic VP, Nik Sharma of Sharma Brands, Community Access Fund, and SuperAngel.vc.
Previously operating under the name Gales, the company had successfully concluded a
- $3.9 million seed round in September 2022 and
- $2.1 million round in September 2021.
Additionally, Stand+ has enlisted the expertise of Richard Ward, a seasoned veteran from brands like Puma, Adidas, and Converse, who joins as both an investor and the chief design officer to steer the creative vision of the brand’s forthcoming products.
“Historically, safety shoes have often prioritized function over form. We are injecting a fresh element of style and design into our offerings, ensuring that individuals take pride in wearing their work shoes.”
Rob Gregg emphasized the importance of blending safety with style.
Engaging in dialogues with professionals across various sectors, including healthcare, Gregg identified a clear market demand for footwear that addresses the physical toll of prolonged standing, paving the way for Stand+ to redefine its focus.
Stand+’s existing healthcare-centric product lines, the Pro Line and the Frontline, remain integral to its portfolio, now rebranded to incorporate the company’s former identity, Gales, paying homage to Florence Nightingale, the pioneer of modern nursing. These products recently earned eligibility for purchase via health savings accounts (HSA) and flexible spending accounts (FSA), contributing to a remarkable 122 percent growth in quarter-over-quarter direct site sales in Q1. This accreditation will extend to Stand+’s new product offerings as well.
The AntiGrav1, while retaining the comfort features synonymous with healthcare shoes, receives a visual makeover with enhancements in width, heel height, and breathability. On the other hand, the AntiGrav2 caters to industries with heightened risks of slips and falls due to oily surfaces, featuring an oil-resistant slip bottom.
“We have identified a pressing need for footwear that not only prioritizes comfort but also ensures compliance and mitigates the risk of slips and falls,”
Gregg commented, underscoring the brand’s commitment to addressing industry-specific challenges.
In 2023, Stand+ witnessed a remarkable 77% growth compared to the previous year, setting the stage for a promising trajectory. With projections indicating a potential doubling of last year’s revenue by the end of the first quarter, the brand is on a definitive path to growth.
In terms of distribution, Stand+ primarily operates through its website and is exploring avenues for business-to-business collaborations with enterprises mandating safety footwear for their employees. The brand’s latest offerings boast high levels of customization, allowing for personalized color schemes and logo branding—a unique selling proposition in the safety shoe market.
Looking ahead, Stand+ has a lineup of additional footwear products in the pipeline, including boots and shoes tailored for more casual settings.
“We are enthusiastic about the opportunity to prioritize the overall health and well-being of our workforce. What began as a mission to support essential workers has evolved into a broader initiative aimed at catering to individuals across diverse professions,”
Gregg concluded, highlighting the brand’s commitment to addressing the needs of the workforce at large.
To conclude, Gales rebrands to “Stand+,” broadening its focus beyond healthcare to cater to professionals in standing-intensive industries. With innovative technology, stylish design, and a commitment to comfort and safety, the brand paves the way for growth and impact in the footwear market, embodying inclusivity and holistic well-being for diverse professionals.
Source – https://footwearnews.com/business/business-news/gales-rebrands-stand-brand-raises-2m-1203616622/
