Will pink work boots get through a hardening American border?

Top Business Women in Canada - SpeakerTen years ago, Marissa McTasney sold her first pair of pink work boots – the trademark product of her company Moxie Trades Ltd. – to a U.S. customer through her online store.

But she waited another five years to fully launch into the U.S. market to make sure she had the knowledge base, market strategy and inventory in place to tackle this new and potentially lucrative market.

Since then Ms. McTasney’s U.S. base has grown to 30 per cent of her $2-million-a-year sales, including a recent partnership with industrial safety product supplier Illinois-based W.W. Grainger Inc.

America first

But with U.S. President Donald Trump’s protectionist “America first” talk, which includes discussions of increased domestic manufacturing and heavy taxes on competing imports, Canadian business owners such as Ms. McTasney are feeling concerned about what lies ahead.

Many, however, have no option but to look at the much bigger market south of us.

“For me, it’s quite significant and I’ve been looking to grow the U.S. business so that I’m not so vulnerable here in Canada,” she says. “There are not a lot of large retailers in Canada, so I wanted to diversify.”

Read the entire article on The Globe And Mail 

Marissa McTasney Featured In Footwear News Magazine

Footwear News interviews Marissa McTasney in their Oct. 2015 IssueMarissa McTasney has built a business on thinking pink. The founder and co-owner of women’s work boot maker Moxie Trades is on a mission to promote women in the skilled trades by providing them with the right safety gear. Girl Power: Women’s workboot brand Moxie Trades add a touch of pink to blue-collar jobs.
Read the entire Footwear News Magazine article about Marissa McTasney on page 22 Footwear News Oct. 2015 Issue

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Expert Panel on Championing and Mentorship for Women Entrepreneurs

Marissa McTasney – chosen to participate on an Expert Panel to examine the role of championing and mentor as tools to support women entrepreneurs entering into, and succeeding in, business.

Expert Panel on Championing and Mentorship for Women EntrepreneursStatus of Women with Marissa McTasney



It occurred to me the other day in a heated debate… I am not the customer. When I started the business with the Original Pink Work Boot, it took me five months to develop the concept that included a men’s work boot that was pink, a pink tool belt, safety glasses and hard hat. We had combo packs; pink, blue, green, red, tan and black. That’s a total of five months to source what would launch Moxie Trades. Within four months of my presentation to Home Depot, I had a website, 1-800, logo in for trademark registration and products distributed through Home Depot.

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