Decorator Profile
which has helped the business to run more efficiently. As well as offering printed and embroidered clothing, Expertees offers additional services such as branding, design concepts, creation of new logos and website design. As a result of these changes Expertees has experienced year on year growth of 280% and it is predicted that year three will yield growth of 52%.
Now Debra has got a business plan in place that works, she is looking to expand through acquisition. She has already opened a second Expertees branch in Malvern, Gloucestershire and later this year will open in Leeds and Bristol. “I have spoken to dozens of businesses during the last 12 months who have a got a lifestyle business that they have been running for the last 20-odd years, but now donʼt know what to do with it. They canʼt sell it, they canʼt get out, they are doing all of the sales, all of the production, and canʼt see a way out. Itʼs these kinds of businesses that we wish to support by centralising marketing, centralising production and freeing them up to enjoy life,” explains Debra. She continues to say that these businesses could potentially be rebranded as Expertees, but if they are a strong brand in a geographical area, then they will more than likely leave the business as it is. Debra is also finding
The Expertees’ team pictured at the Hunts Business Awards. Debra is pictured third from left on the front row and Rebecca is pictured third from left on the back row
that partnering with other local print businesses who do not offer printed or embroidered clothing is working well. The eventual plan for Expertees is to operate a hub and spoke style business, with showrooms up and down the country and a centralised hub where production is carried out and orders are fulfilled. “Itʼs about getting the economies of scale right, it gives us better buying power and bigger discounts with our suppliers. For me our focus should be taking other businessʼs negatives and converting them into our USPs, such as turnaround time and quality of service” explains Debra.
Last month, Expertees moved its production from where it was based in Huntingdon to a bigger unit, double the size, within the town, giving the company more scope for growth and investment in new machinery. The showroom remains on the current high street location.
A selection of branded items produced by Expertees for a local personal trainer
Completely new view Both Debra and Rebecca had no previous experience of working in garment decoration prior to investing in Expertees, but as Debra says: “Although I may not know the subject matter, itʼs about understanding how business works. Rebecca has been working alongside me for years in marketing and
PR. We have applied our skills to a completely different sector, but we believe we have a great opportunity here. In some ways I think it is good that we are not from the industry as we can look at the business with a completely new view.”
For the last two years, Debra has worked directly in the business learning all there is to know about embroidery and transfer printing, understanding where the labour pinch points were. “I remember asking someone to explain to me the process from when someone orders a product to the item going out the door and it was ʻwe put it on this piece of paper and then this piece of paper and then itʼs transferred down to production in this book, before the order is then put on another piece of paperʼ. I thought whoa we have to get rid of all this paper and have a centralised system,” explains Debra. And thatʼs exactly what she decided to do and it has paid in dividends. To conclude, Debra says: “What I have learnt is that you arenʼt going to make money quick in this industry. Itʼs about playing the long game. Itʼs about nurturing your customers and making sure you give a good service.” Which is a lesson that more within the industry could take note of.
Although I may not know the subject matter, it’s about understanding how business works. Rebecca has been working alongside me for years in marketing and PR. We have applied our skills to a completely different sector, but we believe we have a great opportunity here. In some ways I think it is good that we are not from the industry as we can look at the business with a completely new view.
– Debra Stuart, owner
www.printwearandpromotion.co.uk
, Expertees January 2019 | 103 |
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