The Mack brand-name and its iconic logo are both instantly recognisable and highly regarded both in Australia and around the world with the bulldog mascot a symbol of durability and reliability.
The launch of the Mack Workwear brand has seen this legendary name adorn an expanding range of footwear, workwear and personal protective equipment (PPE), with the Mack Workwear stand in Merchandise Alley a popular stopping point for many at this year’s Brisbane Truck Show.
“Mack boots started over 20 years ago and we have broadened the range to include workwear and PPE over the last 5 to 6 years, and we are growing that range as well,” said Jodi Downey, Marketing Manager for Mack Workwear.
With its head office in Sydney, Bunzl Brands has the licencing agreement for the manufacture and distribution of the Mack-branded product with the range available to consumers both online and through a network of retailers around the country.
As the requirement for safety footwear and clothing in many industries including road transport has grown, the company has done a lot of product development and testing ‘in the field’ as Jodi explained.
“PPE as part of overall Occupational Health and Safety is massive these days so we have extended into that.
“We’re selling more workwear and especially the hi-visibility workwear on contract into the mines and construction companies. We do a lot on on-site trials with companies working on these type of projects – field testing is the only way, especially with boots – for example one boot might be more suited to someone with a wider foot or a bigger arch, and all our boots are biometrically designed.”
On the shelves of the Mack Workwear stand at Brisbane was the full range of safety boots and shoes, through to a variety of clothing, safety glasses and caps, with the stand doing a brisk trade on the first morning of the show.
With show visitors able to ‘road test’ the product, Jodi pointed out that this is one of the best ways to get consumers on-board.
“We have our customers who buy online, but we really encourage people go into our retailers and try things on – they can have the ‘touch and feel’ component – especially with work boots – they are such a personalised item people like to go into the store and try them on.”
As has been proven across Australia over the last 125 years with the range of Mack trucks, the workwear line has also gained a solid customer base with many people becoming repeat purchasers of the Mack product.
“Generally, once someone has had a pair of Mack boots people don’t go to another brand – once they find a following people become loyal to the brand which is really great – our aim is getting people to try them and see,” Jodi said.
The 2025 event was the first time the Mack Workwear team had had a display and retail outlet at the truck show, with a steady stream of visitors making their way through the popular Merchandise Alley precinct on the plaza level of the Convention and Exhibition Centre.
“We are only just starting to take our show on the road – previously we have done some safety and mining shows.
“We will be doing more of these sorts of shows which are more targeted at the general consumer to help build the brand and awareness – we have had a few people in here today not knowing there was Mack workwear.
“We will be coming back, there are so many loyal followers of the brand here – some have come up to look at the merchandise before going to look at the trucks!” she said.
So, while everyone who visited the show may not have headed home with a new Super-Liner or Anthem, they may have still left with some Mack product in the bag.
“People have that association with the Mack trucks, and it is a renowned brand around the world. Everyone sees the bulldog and knows what it means – it makes our job easier!” she concluded with a smile.