p44 Beechfield profile:Layout 1 22/01/2010 14:40 Page 46
COMPANY PROFILE
continued from previous page
"We are always on the lookout for ways to
incorporate widely recognised performance
fabrics into our products to give the customer
“
By offering as
better value and the decorator an opportunity to
achieve higher margins. For example, when a
much choice as
pair of polar fleece gloves has a Thinsulate
label, decorators can sell those gloves at a much
possible we’re
higher price," says Roger. "The B185 Pro-Style
Ball Mark Golf Cap is another good example –
aiming to give
it’s a low-cost promotional golf cap, but when
you take it out of the box there's a Coolmax
printers and
label, a Teflon label, a SPF 50+ swingtag…
Customers don’t have to look too hard to see
embroiderers the
the value that the decorator is offering them."
The emphasis on adding quality and value even
best prospect of
extends to Beechfield’s entry-level products.
"The B10 was our first ever cap. It's available in
increasing their
the widest range of colours and it's a legend in
the industry. The taping on the inside of the cap
headwear sales in
and the sweatband are self-fabric. This means
2010.
that everything matches perfectly and gives a
”
very high quality, even finish. As far as I know,
there is no other cap in the market that has this
spec,” Roger tells me.
The superior quality of Beechfield caps is now
The bump cap is based on the proven ‘B15’ something that customers expect – it's become
template, which has been rolled out on a hallmark of the Beechfield brand. "We sell
numerous other styles already. These include the millions of units a year and the returns would that they are, but I'd also say they never went
original B15 Ultimate 5 Panel Cap in solid fill only a suitcase. That speaks volumes,” he away. The bulk of what we sell is not fashion-
colours, B15c Ultimate 5 Panel Cap – Sandwich adds. led; our core market is corporate. The new high
Peak in contrasting colours, B185 Pro-Style Ball Beechfield’s commitment to quality products is fashion lines are there to generate additional
Mark Golf Cap and another new product for matched by its commitment to being a business for decorators and for us. By offering
2010, the B159 Grand Prix Cap. responsible supplier. The brand’s production as much choice as possible we’re aiming to give
“They are all made using exactly the same centres on the Far East and each factory has printers and embroiderers the best prospect of
template, so if an embroiderer is accustomed to been audited in terms of social and welfare increasing their headwear sales in 2010."
working on one of them, they just as easily can responsibility.
work on them all. It comes back to making life "Practically every one of our factories has the For more information about Beechfield products
as easy for the embroiderer as we can. That Walmart seal of approval. They've been pre- contact your usual Beechfield distributor, or visit
counts for a lot in the decoration market," audited before we even get there, but for our the brand’s website: www.beechfield.com
Roger explains. own peace of mind we have a full
Another way that Beechfield seeks to help third party audit done, which is
decorators is by adding value to its products very expensive. Checking that
through the use of well-known performance people are being paid the right
fabrics. That's why you will see names such as rates is absolutely key," says Roger.
Coolmax, DuPont, Tactel and Thinsulate "And to the best of our
featuring strongly in Beechfield headwear. knowledge, all our cottons and
natural fabrics are grown locally.
We would much rather pay a bit
more for a garment and have a
clear conscience."
Looking ahead
What about the future, I ask. Are
hats back in fashion in 2010?
"I look at our new offering and
think it's the best we've ever had,”
Roger responds. “But we won’t be
resting on our laurels,” he adds
immediately. “We’re already
looking ahead to 2011; looking at
ways to develop the Beechfield
collection to make our products
even easier for printers and
embroiderers to decorate and sell.
One way will probably involve us
becoming even more eco. We're
not saying we can do that with all
our products, but we are very
aware of our responsibilities and
customers’ higher expectations in
that regard.
"As for hats being back in fashion,
our sales in 2009 would suggest
| 46 | February 2010 www.printwearandpromotion.co.uk
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