p50,51 Ranks Profile passed:Layout 1 21/01/2009 15:57 Page 51
RANKS PROFILE
site, there is also a distribution depot in Ever keen took its name from family member initials). The
Felixstowe that enables rapid distribution of to enhance its company’s first real base was set up in 1992
goods produced overseas across the UK. product and specialised in neutrally-branded basic t-
Ensuring this element of his business runs range, the shirts as the bulk of its business.
smoothly is something that Atul considers highly firm has While he concedes that the early 90s
important. He has displayed a hands-on expanded recession proved a difficult period to be trading
mentality, making frequent site inspections and into brand in, it taught him that the key to survival was
business generating trips. creation. It diversity.
“I have enjoyed travelling the world with my has been Within a few short years, Atul’s customer
work, it’s something I do every month. On my last commissioned base began to expand rapidly to the point
trip I was away in Dubai, Karachi, Bangladesh, by a number where RANKS products were regularly
Manila, Korea, back to Dubai of leisure and appearing in many London t-shirt tourism spots
before flying home to London. I tourism and exclusive department stores such as his
was quite shattered,” he explains companies to former company, Harrods.
of recent globe-trotting. supply clothing with ready- In 1997, his clothing company became
One of his career highlights has made embroidery patterns that stockists and distributors for Fruit of the Loom
been supplying t-shirts for the are forged directly at the point which was one of the first specialist firms to
Republic of Ireland’s World Cup of production. realise the full potential of the industry.
Campaign back in 1994. No-one This has considerable cost- It has also been among the front-runners
had anticipated the level of hype saving implications and complying with increasingly stringent ethical
surrounding the team which made represents a growing area of production standards. In response to these
the quarter final against Holland. business. It’s a far cry from trading standards, RANKS has ensured that its
“Every time they Atul’s first taste of business products have been certified as ethically
got further in the trading on his own. sourced.
competition I kept His family had originally Another major area of change Atul has
getting calls saying moved to England from Kenya witnessed has been in the design stakes. Long
we need more in 1977 and it was not long before the gone are the days when only a sparse number
shirts! but I just ambitious young salesman wanted to strike and weight of garments are available. Advances
couldn’t get them out on his own in business. in equipment and technology have enabled a
out fast enough as “I can remember when we were back in far greater variety of goods to be
it takes months to Kenya, my dad owned a small family business manufactured.
arrange new there and I would help out in the shop. “The business has changed a lot, especially
orders.” When I went on to start my own company in terms of the range and quality of clothing
Such day-to-day it was working from home- my bedroom was that is now produced. There are so many fabrics
frustrations my office. I was on the road every day and I and colours out there which is due to the
working within had one of those huge Nokia brick phones!” technology which has seen developments in
practical He says he owes a strong debt of gratitude fleeces, polo sweatshirts and also with t-shirts.”
production limits to his original employers XXXXX who proved As with any industry, he acknowledges that
are inevitable part of being in the industry. But invaluable in supporting initial efforts of going networking has also been of importance to his
throughout the wealth of changes in technology, solo. career. Having attended nearly all the Printwear
the company has continued to trade profitably. As a starting point, he took his firm (which and Promotion Exhibitions since his business
began, he won’t be missing the chance to
celebrate 20 years in the industry along with P
and P at our annual exhibition
“I go back a long way with the magazine
and think it’s a good time to be marking 20
years in business. The exhibition has always
been a good way of doing some pr and
meeting customers new and old.”
* The RANKS 2009 catalogue is now
available. It features a wide range of corporate,
leisure,work and schoolwear in a range of
contemporary styles. Tthe company offers a
samples service on request and buyers are
welcome to visit its headquarters to view a
selection of its range.
For more information see www.ranksent.com or
phone 0208 8639993.
www.printwearandpromotion.co.uk February 2009 | 51 |
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