Generation change at Elten: Hendrik van Elten on growth, the brand and new requirements for safety shoes

Elten is about to enter a new chapter with the arrival of the fifth generation. In this interview, Hendrik van Elten talks about the generational change in the family business, international growth strategies and the need to preserve tradition, corporate culture and courage. The focus is also on changing requirements for safety shoes, stronger brand positioning and the role of digitalization and AI in the further development of processes and products.