dm Case Study
Safety That Fits Everyday Retail Work
dm Case Study
Safety That FitsEveryday Retail Work
Putting People First in Retail
dm is one of Europe’s leading retail companies, serving up to 2 million customers every day. Its commitment to outstanding customer experience has been recognized with first place in the Kundenmonitor Deutschland 2025 for overall customer satisfaction.
Just as dm strives to deliver the best possible service to its customers, the company places the same emphasis on employee wellbeing and safety. With a strong, value-driven culture, dm creates a working environment where employees feel valued, and protected.
As part of this philosophy, dm continuously invests in improving workplace conditions and strengthening occupational safety across its extensive store network.
A Clear Commitment to Safer Working Environments
With more than 2,150 stores in Germany, dm is systematically enhancing protection for its employees by introducing safety footwear across its retail network.
In a retail environment where sneakers and casual shoes are the norm, transitioning to safety footwear is not always straightforward. dm therefore looked for a solution that combines reliable protection with the look and feel of standard footwear, ensuring employees feel comfortable wearing it throughout their daily routines.
Partnership with uvex:Driving Acceptance Together
To ensure a smooth transition, dm partnered with uvex to identify safety shoes that feel as natural and comfortable as sneakers.
Through close collaboration—including product selection, wearer trials, and communication support to encourage adoption—uvex played a key role in enabling a structured and seamless transition from standard footwear to safety shoes.
As part of this process, selected models were tested in real working conditions to ensure they met employees’ expectations in terms of comfort, functionality, and design. Based on the results of these wearer trials, dm ultimately selected two models that delivered the best overall performance:
uvex 1 sport
Lightweight construction with excellent shock absorption and energy return, combined with an ergonomically designed outsole to maximise comfort and reduce fatigue during long shifts.
uvex 1 x-cite
Modern and lightweight chelsea boot providing safety and style without compromise. Produced using a special women’s last and with specially selected materials their first-class wearer comfort never fails to impress, from morning to night.
Employee feedback following the trials clearly confirmed the success of this approach. In particular, employees highlighted three key aspects:
- High wearing comfort, even during long shifts—one employee described them as “the most comfortable shoes I have ever worn”
- Lightweight construction that supports ease of movement throughout the day
- A sporty, modern design that blends seamlessly into the retail environment
Most importantly, employees perceive safety footwear as something positive—a natural part of their work, not a compromise.
Extending the Partnership: From Footwear to Hand Protection
Following the successful footwear rollout, dm expanded the collaboration with uvex to include hand protection—applying the same employee-centered approach.
The product selection focused on supporting everyday tasks such as handling goods, unpacking deliveries, and stocking shelves, while combining reliable protection, high dexterity, and seamless touchscreen compatibility. At the same time, ensuring a high level of comfort was key, with gloves designed to feel like a second skin.
Based on employee feedback, dm selected:
uvex athletic lite xt
Lightweight, flexible glove offering excellent comfort, precision in handling tasks, and reliable touchscreen compatibility
uvex unipur carbon
Sensitive glove with raised dots, offering high tactile sensitivity and touchscreen compatibility
This combination allows employees to work efficiently and comfortably, maintaining full control during handling processes while staying protected.
Conclusion: A New Standard for Retail Safety
The collaboration between dm and uvex demonstrates that safety products do not require compromises in comfort or design. By actively listening to employees and selecting the right models, it is possible to fully meet their expectations—combining maximum protection with a modern design and a comfortable fit.
This approach sets a new benchmark for retail safety, where protection, employee wellbeing, and comfort go hand in hand. Ultimately, it confirms a key principle of occupational safety: the best personal protective equipment is the one that employees actually wear.
uvex safety shoes and safety gloves:
