About us

My adventure started at the start of 2019…..

As a mother of 3 sports children, I often saw that during the training or competition that laces hung loose or went. The game stopped and trainers/parents/kids were busy tying laces. Sometimes there were even painful falls and stumbles…..

I went looking for a solution, but it wasn’t that easy. Until I ended up in Australia. Loretta’s story was the same as mine, only it took place a few years earlier. Because she did not find a solution, she started to invent, develop and produce herself. This is how a new, practical and innovative product, Safe Lace Active, was created. She has been successfully selling them in Australia through her webshop for years and Safe Lace Active is also for sale at various retailers.

I contacted her and indicated that I would like to become a distributor of Safe Lace Active in Europe. Now we’re standing here! A beautiful webshop, 11 trendy colors and many adults and children who no longer exercise and play without Safe Lace Active.

Since September 2020, another product, Safe Lace Industrial, has been added. To know more, take a look at the website.

From the start we liked and certainly important socially contribute something with our company. We are proud that packaging of our products is done by people with distance from the labour market. We maintain a warm contact with our partners BIGA Groep and Concern voor Werkand the employees. Safe Lace Active packaging is made of environmentally friendly kraft paper.

In addition, € 0.50 of each pair of Safe Lace Active sold goes to the Dirk Kuyt Foundationvia the webshop. They make sports accessible to people with disabilities.

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]
+31 (0)6 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]

We are not yet affiliated with a home shopping organization, but will act in the spirit of these organizations.

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 and if 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 5603 39

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