About us


How the adventure began…….


I’m a mother of three kids who are playing sports. Often during training or competition I saw that laces were loose or went loose. The game was then shut down for lace-up trainers, parents or kids. Sometimes there were falls and stumbles due to loose laces.


February 2018: I started looking for a solution, but it wasn’t that easy. Until I ended up in Australia. Loretta’s story was the same as mine, but only took place a few years earlier. Because she could not find a solution, she started to invent, develop and produce herself. This is how Safe Lace Active was created, available in 11 colours. A product that prevents your shoelaces from loosening, no matter what you do!


The idea to introduce Safe Lace as a safety product to companies was already there, but gained momentum when someone became very enthusiastic about the product during a training course I was taking. He works at one of the largest construction companies in the Netherlands and indicated that Safe Lace is an innovative product in the field of safety and as he said: ‘a must have in every PBM package’. That is of course a wonderful compliment! We believe in our product, but confirmation from the market is an extra boost.


After that, it happened quickly. Discussions have been held with companies and wholesalers. It was and is important what they thought of the current product. They all agreed on the need of it as a safety product, but the consumer version was ‘too light’, so we needed to make adjustments. We started working on the improvements and Safe Lace Industrial was a fact . This version is 20% larger compared to the consumer version, has reinforced lacing holes and the closing lip is slightly raised. Robust and tough on any work and safety shoe.


We then started looking for a reliable partner who could produce Safe Lace Industrial. A conscious choice was not to put the costs at number one, but quality and cooperation. In addition, we also had the desire to produce within Europe. We are proud that all this has become reality!


From the start we also felt it was important to contribute socially with our company. We have chosen to have the packaging of both Safe Lace Active and Safe Lace Industrial done in the Netherlands by people with a distance to the labor market. We maintain a warm contact with our partners BIGA and Concern voor Werk and the people who work there.


In September 2020 we entered the market with Safe Lace Industrial. You can read our press release here.

I am confident that we can contribute something positive with our company in all areas!


Do you want to meet? Please let me know.


Warm greetings,

Silvia Medema-Schakel


[email protected]
06 1435 1923



We can be contacted by phone on working days from 9:00 to 18:00 via + 31 (0) 30 – 320 0676

Less urgent questions, or rather in writing? Mail us! [email protected]


Also read our Terms and Conditions.




Your privacy is very important to us and not just because of the legal rules. Therefore, we will never sell your data to 3rd parties or in any other way treat your data with care. Check out our comprehensive privacy statement. Do you have any questions, don’t hesitate to ask them!



Safe Lace Netherlands and Safe Lace Europe are trade names of Smart Friday B.V

Office address: Stuwmeer 108, 3994 HS Houten, the Netherlands
Phone number: +31 (0)30 3200676
Email address: [email protected]
CoC number: 74054333
VAT number: NL859757547B01
IBAN: NL89 KNAB 0258 5911 39

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