In 1996, W.steps brought the world’s first telescopic ladder to market. The company, previously known as Telesteps, created an entirely new product category in the ladder market.
In 2022, Telesteps was acquired by Hultafors Group, which rebranded to W.steps (pronounced vee-steps) in 2024. The Hultafors Group has a legacy that stretches back to 1883 and the company now has a portfolio that includes safety, workwear and professional tool brands.
In this exclusive interview with Industrial Equipment News (IEN), Christopher Berg, vice president of global brands at Germantown, Wisconsin-based Hultafors Group North America, discusses how W.steps reimagined the ladder, getting professionals to trust a telescopic design and the potential impact tariffs will have on the business.
Christopher Berg: Steve Jobs said, “Innovation is the ability to see change as an opportunity – not a threat.” Hultafors Group seized the opportunity to change the ladder when we created the telescopic ladder in the early 1990s. Since then, we’ve perfected and positioned our company as the global leader in telescopic technology.
Establishing trust for any new product is always a challenge, especially one that reinvents the category. Getting professionals to “take the first step” via product trial and usage is the best way to build that trust. We establish trust before that first step by reinforcing the fact that our product is ANSI Type 1A (heavy-duty) rated, rigorously tested to hold up to 330 pounds and constructed from the highest quality Swedish aluminum in our fully automated plant in Sweden.
Above all, we remind customers that we’ve sold more than a million telescopic ladders worldwide to pros just like.
IEN: Are W.steps ladders as durable as traditional ladders?
Berg: Yes, but let’s start with some definitions. First, there are “traditional ladders,” which for the pro user encompasses step ladders, extension, straight (a.k.a. leaning), multi-purpose, platform, scaffolding and telescopic ladders. In addition to the ladder design, there’s also the material the ladders are constructed of, which today is primarily aluminum or fiberglass.
Next, “durability,” can have many interpretations. We define “durability,” as strength, wear resistance, weather resistance and the ability to maintain functionality over time.
We can confidently say, backed by our more than 30 years successfully selling to professionals, that W.steps ladders are at least as durable if not more durable than traditional ladders.
IEN: How are they made?
Berg: The ladders are made in Sweden at our fully automated factory. From the smallest part to the finished ladder, we are in full control of the entire manufacturing process and maintain exacting standards throughout. All ladders are made from aircraft-grade, certified aluminum and have a rail system with a patented triangular tube design that makes them stronger and more stable.
IEN: Do they ever need to be repaired? Are they easy to maintain?
Berg: We understand that our ladders will be used in harsh environments. As with the other tools and equipment on the jobsite or in a plant, our ladders need basic maintenance to ensure proper functionality and longevity. In dusty or muddy environments, just be sure to blow or rinse it off before collapsing it. You’d do the same with any other power tool or equipment before packing up at the end of the day.
When maintained properly, the ladder does not need any repair. However, heavy users may need to replace either the rubber feet or tops after extended use, both of which are easy to replace and available as service parts.
IEN: Since they are made in Sweden, do you have any concerns over how potential tariffs could impact your business?
Berg: Like most other manufacturers, we are being impacted by the recently introduced tariffs. Most ladders sold in the U.S. are manufactured overseas, whether in China, Mexico or, in our case, Sweden. We’re of course concerned, but have no alternative but to adjust our pricing to reflect this reality.