Special Report
a very competitive pricing model.” The shift toward POD followed months of research and a change in mindset. “Kornit is a partner in this, and we changed our mindset to move into this space about nine to 12 months ago because the Apollo machine offered a speed and bulk factor that nothing else could compete with.”
The first Apollo allowed the company to explore the potential of the technology. Installing a second system, however, reflects a longer-term commitment. Kieran said: “We decided to get a second one for two reasons. Risk management, ensuring production never goes down, and to provide the extra capacity needed to grow the POD side of the business without it being hindered by our bulk orders.”
Working out all the kinks For Kieran, the move toward on-demand production is also about tackling inefficiencies in the retail supply chain. He continued: “Research showed we could satisfy our customer base by offering more flexibility. Instead of requiring minimum screen print runs, we can offer ‘stock on demand,’ which reduces their risk and lets us enter a new market.
“It is a significant long-term investment, but we believe the future of the industry is moving toward on demand rather than traditional bulk buying. This model reduces waste, stock holdings, and markdowns.” Forecasting demand in fashion is notoriously difficult, often resulting in either excess stock or missed opportunities. So, businesses looking to add to their retail offering would want to do so with as little financial risk as possible.
By enabling smaller, faster reorders, retailers can significantly reduce that risk.
Kieran said: “There is so much waste in the industry when people get their forecasting wrong.
“It is impossible to get it 100% right; you either undercook or overcook an order.”
“I call it trade on demand. For example, a retailer who might normally have to buy 500 pieces to meet screen printing minimums can now buy just 200. If the item sells well, they can quickly top up with 50 or 100 pieces.”
www.printwearandpromotion.co.uk One giant leap
Another key differentiator for Basic Thinking is its vertically integrated model. Unlike many POD providers that rely on third-party garment wholesalers, the company controls its supply chain from production through to print. Kieran said: “Most competitors buy off-the-shelf shirts from wholesalers like Ralawise. “Because we manufacture our own garments in Egypt, our starting cost is much lower.”
Combined with the speed of the Apollo systems, this provides a strong competitive edge.
“Our strap line is essentially ‘A to Z, there is no middleman’.
“The Apollo prints 350 to 400 pieces an hour compared to 100 on other machines, so we have a huge cost advantage.” By focusing on its core strengths, basic
T shirt ranges produced in different weights and styles, Basic Thinking believes it can deliver both efficiency and price competitiveness in the growing POD market.
‘Good luck Mr Gorsky’
With two Kornit Apollo machines now in operation, the Leicester company is positioning itself to serve a market increasingly driven by speed, flexibility, and demand-led production.
For Kieran, the direction of travel for the industry is clear: The future of printwear lies not in predicting demand months in advance, but in producing exactly what customers need, exactly when they need it. So it would be cliché to suggest the Sun is rising on a new dawn for Basic Thinking but then again Apollo is known as the god of the Sun so perhaps it is rather fitting.
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