Alejandro Valero: Roly WRK’s presence at SICUR strengthens its market positioning within the workwear industry
The presence of Roly WRK at SICUR 2026 has bolstered the company’s position as a solid and constantly evolving brand within the workwear sector, according to Commercial Director Alejandro Valero.
“Our participation has been very positive from both a commercial and strategic perspective; we have exceeded our initial expectations, achieving a greater consolidation of relationships with both current and potential clients.”
How would you describe Roly WRK’s participation in SICUR 2026?
The participation of Roly WRK in SICUR 2026 has been very positive on both commercial and strategic levels. We exceeded our initial expectations, strengthening our relationships with current and potential clients. During the four days of the fair, we estimate that we doubled the number of professionals visiting our stand, and the number of scheduled meetings, compared to our previous participation.
What activities at your stand would you highlight?
We carried out several key activities at our stand, most notably: technical product presentations focused on regulations and certifications; demonstrations of garment resistance and functionality; personalised consulting on complete collections by sector; and the presentation of our logistics service and permanent stock.
What new products did you introduce?
At this edition, we presented several innovations: our new line of technical workwear; the expansion of our high-visibility range with new colours; new models of work footwear; an evolution of our garments for the Horeca (Hospitality) and basic industry sectors; and sustainability improvements, such as the incorporation of recycled fabrics in specific product references.
What added value has the company gained from its participation in SICUR?
Our presence at SICUR reinforces Roly WRK’s standing as a robust and evolving brand in the workwear industry. From this participation, we expect to consolidate our national and international distribution networks, open new opportunities in strategic markets, and strengthen the confidence of our current clients by showcasing our products and services. For us, SICUR is a key meeting point for the sector, where we actively listen to the market and adapt our strategy to its real needs.