p40,41 Lea sports:Layout 1 16/07/2009 11:44 Page 41
COMPANY PROFILE
targeted at the still growing teamwear/sportswear are using. If we go and see a customer, are they
sector. using our bears or someone else’s bears? We will
“Tombo is one of the longest established see what’s on the High Street,” says Nicci.
sportswear brands,” says Nicci. “We have been “We will also look at what was on last year’s list
through a massive re-branding and re-marketing and see what’s still got legs.
exercise to take us into the 21st century.” “I am not a designer, but I will have a vision. The
The mix and match range, with complementary designer will do CADs. They will go out to the
styles for adults and children, neatly caters for factories. They will do pricing and sampling.”
those who do sport, and those who work in a Colours are also considered. “It’s not about fashion
sporting/leisure environment. colours, but about extending the colour portfolio,
“All the time we are thinking about the end user because the majority of sales in this industry still
and where they want to wear them, how they buy happen to be in navy, black and white,” adds Nicci.
them and what they need,” says Nicci. “We also spend a lot of time in our factories
“We were the first in the promotional market to do seeing what they are making for other people.
base layers which are huge in the sportswear What’s in the factories now will be in the High
arena, both for adults and kids. Street in four months time.”
“We have technical fabrics which have been Nicci believes however, that the credit crunch will
innovative and have been a first in the market inevitably mean less product around next year.
place. We use IQ wicking fabric which is super “There’s going to be a general thinning out for two
lightweight and comfortable. Customer feedback reasons. Firstly, there’s enough product. Enough
has been phenomenal. choice,” says Nicci. “And in the current climate,
“There are a lot of performance fabrics in other people are probably being drawn more to a value
people’s ranges, but our customers told us they option.”
wanted something really light and comfortable that Even so, premium brand Front Row is still selling
The FR1 rugby shirt heralded the launch of the
classic Front Row brand.
well. “We are still having a good year,” adds Nicci.
Next year, she predicts, the emphasis will be on
shirts from the High Street. I thought surely we retaining market share.
need to be supplying them. So Tour Collection has “The UK is pretty saturated now. It’s about holding
everything from T shirts to caps and bags and even onto your market share with increased exposure to
aprons. They are really good quality and the
collection was used as the official supporters’ gear
for the Commonwealth Games in England.”
The brand is also very popular with the souvenir
market and for hens and stags weekends.
Reflecting the current trend for bling, there’s even a
Tour Collection diamante range.
“We sell a lot all year,” says Nicci. “It’s huge
around the World Cup – but we have had
everything from the England sky diving team
wearing it to the world equestrian events using it
again this year.”
Ethical sourcing is extremely important across the
brands, says Nicci.
The Okarma brand is 100% certified organic cotton
and comes with an impressive range of credentials,
from Oeko-Tex certification down to the
biodegradable packaging. Much of the Front Row
brand is made in a GOTS certified factory.
Popular with the sailing fraternity, the new Front
“A lot of what we do as a company – and I can’t
Row FR93 jacket has been warmly received.
stress this enough – is all about ethical sourcing,”
says Nicci. “There’s complete transparency, we
was very similar to what’s on the High Street for know exactly how our garments are made.”
Nike and Adidas, and that’s where our IQ fabric The company is proud of its relationship with
came in. manufacturers.
“A lot of the products in teamwear and sportswear “We don’t chop and change. We look for continuity
tend to be microfibre- based, but this year we and consistency,” says Nicci. “We all travel an
The Tombo TL39 full zip tracksuit bottom was
launched a new tracksuit which is much more High awful lot and a lot of the time, we don’t travel to
introduced in response to customer requests.
Street. It’s made from a super light material and is Pakistan to visit the factory, we go to see our
very revolutionary for our industry. friends. The people haven’t changed since they took growing sectors – obviously the organic and
“We’re not re-inventing the wheel. Everything we over production of our FR1 10 years ago. recyled sectors. Teamwear and sportswear is still
do we have to get right,” adds Nicci. “For example, “It’s the same in Bangladesh – we only use two growing and Mumbles is continuing to grow. The
our men’s and ladies utility trousers haven’t sources of supply. In China we use two companies. whole Front Row collection has been very
changed for eight years and obviously the end We spend years building up relationships with our successful for us.”
users – not forgetting that a lot of what we are suppliers and sourcing is absolutely key.” As I leave, I ask if there are any plans for additional
talking about is promotional and corporate wear – Product development is undoubtedly a crucial brands.
come back year after year after year.” aspect of the company’s success. For 2010, the “With five brands, it’s plenty,” she says, before
Another Lea Sportswear brand is Tour Collection – process started a few months ago. Nicci and fellow heading off into a product development meeting
a range of flag-inspired corporate, promotional and director Phil Hurley tackle it on a brand by brand with Phil.
souvenir wear. basis.
“I launched this brand four years ago,” says Nicci. “You need to understand what sells within your For more information about Lea Sportswear brands,
“I was living in Australia when the rugby world cup range. What’s strong and what’s not strong. You contact the following UK distributors: PenCarrie
was on. It was incredible just to watch how many have to understand your competitors. From our 0800 252 248; Prestige Leisure UK Ltd 0800 652
people were walking around wearing England T sales visit, we will understand what our customers 1234; Ralawise Ltd 0800 212 180.
www.printwearandpromotion.co.uk August 2009 | 41 |
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