Ejendals new main supplier to the building materials distributor Optimera

Optimera has chosen Ejendals as the new main supplier of safety gloves and safety shoes. With 58 stores all around Sweden, Optimera is one of the country’s leading suppliers of home improvement equipment for professionals. The contract with Ejendals is part of larger efforts being made in the safety gear segment.

The contract means that Ejendals becomes the main supplier of safety gloves and safety shoes with its brands Tegera and Jalas. It also means that Ejendals will educate everyone in the sales department at Optimera about hand and foot protection, connecting Ejendals’ zero vision regarding workplace related hand and feet injuries. 

- It’s extremely satisfying when such a large actor as Optimera wholeheartedly invests in this type of protection. We know how important this is for the workers out there and how much the right education and equipment can do to avoid hand and feet injuries, says Hans Juhlin, Country Manager Sweden at Ejendals.

Ahead of the procurement, Optimera approached its clients asking which products and brands they’d prefer seeing in the stores. Ejendals topped that list and in combination with the best overall offer, it was an easy choice for Optimera.

- Safety gear is a priority that we want to develop and become even better at going forward. With Ejendals as a new collaboration partner we can now take the next step in that development. Their specialist competence within protection for hands and feet suits both our strategy and our customers’ needs and wishes, says Johan Brorson, Category Manager at Optimera. 

Optimera has a turnover of close to 4 billion SEK and the deal with Ejendals is estimated to a multimillion valuation. Tegera and Jalas will be available at Optimera during this coming fall.