HILVERSUM, 26 January 2017 – Fashion entrepreneur, Dyanne Beekman, has collaborated with Emma Safety Footwear, a market leader in the Benelux on developing a complete new vision in business footwear. The result is DB.01, a fashionable business sneaker that meets all the international safety regulations. McDonald’s will be the first in the Netherlands to use them.
DB.01. was developed for the hotel and catering sector, but by now, it appears to be utmost suitable for work in the healthcare and retail sectors. Dyanne Beekman’s design makes the business sneaker a real fashion item. “I am proud to put a business shoe on the market, which also attracts young people. Over the years, sneakers have developed into fashion items with a representative look,” says Dyanne.
The sneakers have a unique sole profile for extra grip on the work floor. The extremely high anti-slip aspect is more than 30% above the required European norm. The Hydro-Tec ® inner lining and the specially designed foot bed provide optimum moisture absorption and good balance. That makes the DB.01 comfortable to wear. Certainly also because it is lightweight.
From their exploratory market research, Beekman and Emma Safety Footwear learned that there is a huge demand for hygienic sneakers. The DB.01 is anti-bacterial and after a working day can easily be thrown into the laundry machine.
The business sneaker is available as a branded or non-branded version. The version for McDonald’s has the brand name on the tongue and the shoestring.
Marjolein Reijs HR Director, McDonald’s Nederland:“A few years ago, we took a step in the right direction by providing our crew with brand name uniforms from Dyanne Beekman’s crew clothing line. We know how important it is to be proud of your brand and to promote it. The trendy and safe business sneaker fits perfectly with this approach.”
Tom Hermans, CEO, Emma Holding: “I am pleased that Emma can implement its expertise in safety on the work floor via this beautiful partnership, that enables a large group of employees to work safely each day.”
About Dyanne Beekman
Fashion entrepreneur and TV hostess Dyanne Beekman has been the director of the Beekman Group since 1996. Beekman Group consists of five divisions: DYANNE collections, Work Wear, Styling, Events, Training & Advising.
In 2015 Dyanne opened her first shop in Hilversum, the DYANNE store. In collaboration with Syntrus Achmea, Dyanne endeavours to roll out this concept in 20-25 DYANNE stores throughout the Netherlands.
About McDonald’s Nederland
In the Netherlands, McDonald’s caters to nearly 3 million guests each week at any time of the day, providing a variety of choices and freshly prepared iconic products meticulously prepared by more than 17,500 employees. McDonald’s has 246 restaurants in the Netherlands.
About Emma Safety Footwear
Emma Safety Footwear (Bunde/Maastricht) and Protag Shoe Supply (shoe factory in Brunssum/Parkstad) are part of Emma Holding. The company was established in 1931 and in 2017 it plans to manufacture around 600,000 pairs of shoes, including Emma safety footwear. Starting in 2020, the forecast is 1 million shoes per year. (www.emmasafetyfootwear.com)