SUNBIZ

Deluxe Footwear Launches New Range

Deluxe Footwear Fashion launched its new Fijian Made range this week. The range includes Deluxe Combat Boots, Men’s shoes, and Sandals, along with Safety Shoes and Safety boots under the
14 Nov 2014 07:28
Deluxe Footwear Launches New Range
Deluxe Footwear MD, Dharmendra Parmar (left) shows the new range of safety shoes to Minister for Industry, Trade and Tourism, Faiyaz Koya, Photo: RANOBA BAOA

Deluxe Footwear Fashion launched its new Fijian Made range this week.

The range includes Deluxe Combat Boots, Men’s shoes, and Sandals, along with Safety Shoes and Safety boots under the brand name ‘TUFF Safety Boots’.

Deluxe Footwear managing director, Dharmendra Parmar, said they have invested in vulcanised machines which produces the highest quality rubber boots and shoes that are waterproof and scent free.

Vulcanising is a chemical process that makes rubber tougher and bonding more stable and resistant to hot and cold temperatures.

This process further increases the strength and durability of rubber, making it ideal for use in tough conditions.

Mr Parmar said they have been able to put Fiji on the map in terms of quality footwear manufacturing.

The new Fijian Made Range already has a strong customer base that includes Ministry of Health, Public Works Department, Fiji Police, Republic of Fiji Military Forces and the resort and hotel industry.

Mr Parmar also thanked the Prime Minister and his government team for giving exemption on duty for all imported machinery in Fiji.

“This zero duty on imported machinery to set up factory helped us to reduce our cost of operations,” he said.

Industry re-invented

Minister for Industry, Trade and Tourism, Faiyaz Koya, who launched the product, said the new line of shoes from Deluxe was an addition to Fiji’s ability to produce international standard footwear.

“The Textile, Clothing and Footwear (TCF) industry in Fiji is an example of a sector that has re-invented itself and re-focused its efforts on what it does best,” he said.

“The sector has excelled on quality, reliable services and high standards that fetch the best prices.”

Deluxe background

Deluxe Footwear has been operating successfully by three generations having a legacy of more than 60 years.

Mr Parmar said they are always committed to the nation in terms of expansion and investment.

“It is also shown through our passion for the products that are manufactured and retailed, quality brand products that are manufactured in state-of-the-art machinery locally,” he said.

“However, our road to success has not been without its fair share of challenges.

“It is only through our passion, dedication and commitment that we have not only survived but grown strongly with a number of retail outlets across the country.”

Investment, challenges

Mr Parmar said they have taken another bold step towards investment in Fiji.

“Our machinery not only helps us to produce quality footwear, but also helps in simplifying the entire manufacturing process of shoe making to increase productivity without comprising quality,” he said.

But, Mr Parmar said setting up a footwear factory in a country like Fiji where there was an increasing dependence on low cost imported footwear was very challenging.

“With trends in footwear always changing all over the world, Fiji is also a part of this trend,” he said.

“The reason was simply small market potential and restricted demand.

“The overhead costs of manufacturing were always going up and with low volume production or constantly changing styles and patterns.

“The flow of imported products in the Fiji market was constantly growing and we realised the importance of manufacturing locally to compete with all these imported brands.”

Feedback:  ranobab@fijisun.com.fj

 




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