About

The company

Safeway is Exena’s historic brand dedicated to the design, manufacture and marketing of safety footwear for the hotel, healthcare, Ho.Re.Ca, food industry and industrial laundry sectors. Since 2016, when it was acquired by Exena, Safeway has embarked on a path of constant expansion and enrichment of its range, focusing its strategy on production specialisation through the design of lines and items that respond precisely and effectively to the increasingly specific and sophisticated demands of its target markets.

In line with the mission and vision of the Exena group, Safeway stands out in the market by adopting an approach that places aesthetics and design at the centre.

The aim is to differentiate itself from its competitors by skilfully combining sophisticated design with essential technical safety features. This translates into the celebration of Italian style and meticulous attention to detail, while always maintaining an optimal quality-price ratio.

To further strengthen this position, in 2024 Safeway undertook a comprehensive rebranding process. This renewal involved both the public image and the entire product range, leading to significant innovations, first and foremost the catalogue offering, which is now broader and more comprehensive than ever.

Production specialisation

Safeway boasts a number of distinctive strengths that enable it to effectively target both current and potential customers.

Since the beginning of its activities, the management has chosen to concentrate its operational efforts on specific sectors and segments. Over the years, this targeted focus has led to the development of specific technologies, materials and semi-finished products, created according to customer specifications and meeting the direct needs of end users.

The primary objective is to produce footwear that is comfortable, durable, hygienic and easy to wash. All this is guaranteed by maintaining full compliance with constantly evolving regulations and, crucially, by optimising value for money.

Thanks to its integration with the Exena group, Safeway now benefits from a significantly larger production scale. This translates into a large warehouse stock with immediate availability of all models and sizes, allowing even large volume requests to be met quickly and efficiently.

Finally, Exena’s presence ensures continuous technological innovation, both in terms of materials and raw materials and in terms of the production process. This solid background of expertise and knowledge acts as the ideal driving force for the growth and constant innovation of the Safeway brand.