The Biddeford-based traction footwear manufacturer 32north aims to help Mainers get a grip this winter.
Q: Can you describe your product for me?
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A: Sure. We make STABILicer traction footwear, which are ice cleats that fit over your shoes or boots to give you better traction when walking on ice and snow. We liken them to studded snow tires for your feet.
Q: How long have you been in business?
A: The business started in 1991 and I’ve been a co-owner and managing partner (with founders Anne and David Gould) since 2004.
Q: Where did the name 32north come from?
A: There are a few different origins. First, it’s a shortened version of the parent company’s real name, which is the 32 Degrees North Corporation. Second, 32 degrees happens to be the temperature at which water turns to ice. Also, our primary market area in the U.S. is north of the 32nd parallel. Another neat coincidence is that when the Maine Turnpike Authority renumbered the turnpike exits a few years ago, they made Biddeford Exit 32. So, if you’re coming into Maine (from points south), we are literally at Exit 32 north.
Q: What was the inspiration for the product?
A: The original STABILicer product was developed by a New Brunswick man who had been involved in a serious car accident in the late 1980s and was looking for a safer way to get around in ice and snow. He was looking to expand his business into the U.S. markets and eventually crossed paths with the Goulds. They entered into a license agreement with him to manufacture and sell the product here in the U.S. We make the STABILicer originals right here in Biddeford in a 10,000-square-foot manufacturing facility that we purchased in 2009. And we contract out with companies in Lewiston and Uxbridge, Mass., who make the two other models that we sell.
The originals are made of rubber and our other models are made of thermoplastic elastomer, a rubberlike compound that does not dry out or crack like rubber does. It does an excellent job of maintaining its elasticity in extremely cold temperatures of up to minus 45 degrees.
Q: How many steps are involved in the creation of the STABILicers?
A: Five or six. There’s stitching, barring, cleating and gluing. We also package them here.
Q: Can people purchase them at your Biddeford facility or do you sell them solely to retailers?
A: We are committed to supporting our retail customers like Cabelas and L.L. Bean, but people are welcome to come in and purchase them on site, too.
Q: How significant is it to you to be able to offer a footwear manufacturing business in an area once known for its thriving shoe production industry?
A: We are very proud of the fact that our product is made in the U.S.A. and right here in Maine.
Q: What comprises your biggest sales market?
A: We do a tremendous amount of business in the commercial and industrial market, especially for postal, construction and utility workers or delivery people — anyone who spends a significant amount of time out in the ice and snow. We also sell a lot of them to airline workers and military personnel. And we sell a lot for recreational and everyday use. I always have a pair on when I snow blow my driveway, or when I walk my dog or go out to get the mail.
Q: What’s your supply range?
A: We sell all over the United States and around the world, including Japan, Chile, New Zealand, Scandinavian countries, Ireland, Italy, Turkey and Canada.
Q: Is your output largely driven by winter weather?
A: Yes. And we’re very busy right now. Which is a little unusual. Most retail stores are clearing their winter stock at this time of year, but we’re busy filling new orders. Our January orders are up over 30 percent from last year and we expect the February sales to double.
Q: How much are they?
A: Our STABILicer originals are $49.95. The sport model is $39.95 and the suggested retail price for the STABILicer Lites is $21.95. Those come in a variety of sizes. We sell them at well over 1,000 retail locations around the country.
Q: Are you a year-round operation?
A: Yes. We turn out about 200 pairs per day. And 99 percent of those orders are shipped out the same day unless our retailers request otherwise. We manufacture year round … so, in years like this one, when we’ve had a lot of snow, we’re humming right along. Our busiest season is probably mid-August through February or March. We want to ensure that we have inventory to back up our major retail accounts that tend to ship out their winter catalogs around Labor Day.
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