In the spotlight with Peter Smart

How did you get into the health and safety industry?

By accident, really—no pun intended. I joined Seton, part of Brady Corporation, as a product manager responsible for safety products back in 1998, and that’s where it all began. Since then, I’ve built my career in the industry and developed a real passion for helping keep people safe at work.

What do you enjoy most about your job?

I really enjoy working with my team and collaborating with customers, suppliers, and manufacturers to develop effective safety products and solutions. A key part of what we do is helping our customers keep their people safe, so being able to contribute to that is incredibly rewarding.

What do you think are the biggest challenges facing the health and safety industry in UK?

One of the most significant and growing challenges is the rise of online and social media channels marketing and supplying non-compliant PPE. I’ve seen examples of basic disposable gloves being advertised as cut-resistant, with misleading demonstrations, as well as safety footwear sold without proper certification but claimed to offer full protection.

At the same time, many workers are still responsible for purchasing their own PPE, which increases the risk of sub-standard products being bought through these platforms. This creates a real danger, as people may believe they are protected when they are not.

The British Safety Industry Federation (BSIF) is doing important work to address this through initiatives such as the Registered Safety Supplier Scheme, promoting the importance of sourcing PPE from credible suppliers. However, the scale and growth of online marketplaces mean this remains a significant and evolving challenge for the industry.        

How do you think these challenges can be overcome?

Greater pressure is needed from government to ensure online platforms take responsibility for the products being sold, particularly when it comes to safety-critical equipment like PPE.

As an industry, we also need to continue reinforcing the importance of purchasing compliant PPE from credible suppliers. Initiatives such as the Registered Safety Supplier Scheme play a key role in this, helping to guide buyers towards companies that are committed to meeting the required standards.

What sets Cromwell apart from its competitors?

I’d say our service is industry-leading. Each year, we deliver over half a million products to thousands of businesses, achieving customer satisfaction scores in the high 90s and a Trust Pilot rating of 4.6 from more than 11,000 reviews.

Our vending proposition is another key differentiator, helping customers reduce costs while improving safety compliance. From a product perspective, alongside trusted manufacturer brands, we also offer exclusive own-brand ranges that are rigorously tested to meet the demands of industry.

What are your most memorable successes at Cromwell?

One of the things I’m most proud of at Cromwell is the success of our Halo PPE brand. We launched Halo in October 2022 after 18 months of listening to customers who told us loud and clear that the PPE market was letting them down. Customers said they wanted PPE that fits real people. Comfortable, thoughtfully designed, inclusive of every gender, size and shape, sustainable and crucially — available from stock, not a “special” that takes four weeks.

So that’s exactly what we created. From women’s footwear starting at size 2 through to men’s up to size 15, to workwear ranging from size 6 to 28 for women and up to 6XL for men — with multiple sleeve and leg lengths and everything held in stock. No compromises. No long waits, everything same day dispatch.

Fast forward 3½ years, and Halo has helped more than 11,000 customers keep their people safe. And we know that when PPE fits well and feels good, people are far more likely to wear it.

But Halo isn’t just about product – it’s about purpose. We’ve donated £50,000 to The Diversity Trust to support a fairer, safer society, and another £50,000 to Mind to support mental health.

Creating a brand that delivers the change our customers asked for — and making a positive impact along the way — is something I’m incredibly proud of.

What’s next in the pipeline for Cromwell?

As we speak we’re working hard on getting ready for the Health & Safety Show at the end of April at the NEC. We have a bigger stand this year and we’re also sponsoring and speaking at the Practical Safety Theatre. So there’s a lot keeping us busy.

What’s your vision for the future of Cromwell?

Cromwell has been on a fantastic growth journey, especially in our Safety Category. I see a very positive future where we continue bringing innovation to our customers, developing great partnerships with our suppliers and continuing to make it a great place to work.  

What do you think the medium-term future holds for the safety industry globally?

The mid-term future holds opportunity for standards to improve in many countries. There are some geopolitical situations where the principles of some nations don’t put the health, safety and wellbeing of working individuals at the top of their agenda. For example, only 35% of working people in the world are covered by employer’s insurance if they are injured or suffer ill health. There is a big divide between countries with enforced regulation and countries without.

What health and safety issues are you most passionate about?

I’m particularly passionate about making it easy for everyone—regardless of gender, body shape, size, or ethnicity—to access high-quality, compliant, and comfortable PPE. No one should face barriers when it comes to staying safe at work, and I believe inclusive, well-designed protective equipment is essential to achieving that. Ensuring PPE is both accessible and fit for diverse users is a key step toward safer working environments for all.

How can we entice more young talent to work in the health and safety sector?

I think the industry could benefit from some modernisation. It’s not all about hard hats, clipboards, and risk assessments—there’s a huge amount of innovation happening. For anyone looking for a career where they can genuinely make a difference, safety is exactly that; it literally keeps people alive.

To attract more young people, we need clearer entry points through apprenticeships and trainee programmes, making the sector more accessible. We also need to connect health and safety to the themes younger generations care about—innovation, inclusivity, and sustainability—and bring this to life on the social platforms they actually use.

From wearable tech and AI-driven hazard prediction to sustainable product design and ergonomics, safety is increasingly a tech-enabled, forward-thinking profession. I’m not convinced young people are fully aware of that yet—and that’s our opportunity.

Peter Smart is the product business unit director for safety at Cromwell. For more information, visit www.cromwell.co.uk