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Dunlop Protective Footwear USA has partnered with Upstart Group USA to sell its protective footwear on the Amazon Marketplace.

The move is expected to support the footwear brand to extend e-commerce distribution channels, as well as increase its brand awareness with consumers.

Leveraging its expertise navigating the Amazon Marketplace, Upstart will introduce Dunlop products to a large customer base.

As part of the deal, Upstart will establish the footwear brand’s consumer awareness and an overall Amazon e-commerce strategy.

This will expand the company’s presence beyond its current markets such as the agriculture and fisheries, food processing, oil, gas and mining industries.

Dunlop marketing director Colin Clark said: “We are thrilled to partner with Upstart to launch Dunlop Protective Footwear USA on Amazon. Dunlop is the innovation leader in protective footwear and we are excited to bring our proprietary Purofort boots, and our Made in USA PVC workboots to the Amazon consumer.

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“Upstart knows how to win in the B2B space and will help extend our brand into the B2C marketplace.”

Dunlop currently produces protective footwear at its facility in Maryland, US, to serve its customers in more than 50 countries globally.

The company uses Purofort technology to manufacture the footwear in a lightweight package, making them suitable for rugged environments such as hunting, fishing, or other outdoor activities.

Upstart Group USA president Rohan Thambrahalli said: “Dunlop has a rich tradition and a loyal fanbase – we’re excited to translate those valuable qualities to a platform we’re intimately familiar with, the Amazon marketplace.

“With our expertise and their quality products, this partnership will grow the Dunlop brand.”

Upstart Group is an e-commerce sales consulting group. It has a presence in Seattle, Washington; Dubai, UAE; and Shanghai, China.