The Big Interview
longer had the rights to sell TEE JAYS in Europe. My daddy turned to me and said, ʻitʼs your future, Iʼm 57, what do you want to do?ʼ I knew I wanted to build a quality brand that was high end, with the best fitting and the best fabrics. And thatʼs what we started at that point,” explains Peter. So, in 2003 Peter and George acquired the rights for TEE JAYS in Europe and became the company you will recognise today. The plan was simple – to focus 100% on building the TEE JAYS brand across the continent.
DNA and values Today, TEE JAYS is 100% owned by Peter. The DNA and values that were instilled in the business way back in 1976 are still present today. A word is a word and even one of the original products – the Sof-Tee – is still in the current collection, albeit refined. In the beginning the TEE JAYSʼ range was quite basic – a T shirt, a polo shirt and a sweatshirt. The TEE JAYS you know today has taken this DNA and limited product collection, but given it a Scandinavian, modern, mindset. Peter explains that it is the quality of the product and the minimalistic design that makes TEE JAYS stand out above other brands in the current printwear market. “We are a premium brand and you get what you pay for – thatʼs the way it is. When buying a TEE JAYSʼ polo shirt or a T shirt you can see the difference in quality when you wash it and wear it. Thatʼs when you buy another one, because itʼs the best shirt you have ever worn,” he says. Product development is a key part of the business and the upcoming 2019 range is no exception. A new high quality shirt collection is being introduced into the portfolio next year, which the design team has spent the last two years developing. This range will have 150 SKUs. Peter says: “Getting the design and fabrics right is the foundation of our business.” UK customers will be able to get their hands on this new garment next year through, not only BTC activewear which has distributed TEE JAYSʼ products since 2015, but new distributor PenCarrie. In addition to this, visitors to Printwear & Promotion LIVE! in January will be able to view the new pieces and old favourites on TEE JAYSʼ stand.
Peter says: “The feedback we get from UK customers is fantastic. They love the Scandinavian feel and the minimalistic design. It is something the market has
TEE JAYS Europe buys the rights to the TEE JAYS’ brand in Europe and the plan for Peter and his father is to concentrate solely on growing and developing TEE JAYS
2002
Terry sells TEE JAYS and operations in Alabama close
2003 2008
Peter cuts off the last brands they distribute and focuses solely on developing the TEE JAYS collection
The Sof-Tee stands the test of time
The Sof-Tee as modelled in 1985
The Sof-Tee as pictured in the 2018 catalogue
The Sof-Tee was one of the original products in the 1976 TEE JAYS’ collection.
George Hofler began distributing the T shirt in Europe in 1979 and made a great success of selling it in high-end retail stores. For many years the Sof-Tee was the number one T shirt in retail sold by all the major shops in Denmark. It is now the only original product left in the TEE JAYS’ collection, albeit refined over time. This iconic heavyweight tee is made from long-fibre ring spun 185gsm cotton and
features a two-layer neck rib with Lycra. It is available in a male and female fit, in a wide variety of colours.
been waiting for. Sales have been increasing year by year by year since we started distribution in the UK and across Europe. We believe extending our distribution and availability in the UK is the right thing for TEE JAYS and the right thing to do for the UK.”
The future But what does the future hold for TEE
JAYS? Two years ago, TEE JAYS opened a new 60, 000sq ft logistics and distribution centre in Svenstrup, Denmark. Peter says he has just submitted drawings for the centre to double in size. “We have invested a lot of money in the distribution centre to secure our product availability for customers. You need to have the product on the ground to supply your customers,” he adds. Not only this, but Peter has plans to double the size of the business within the next five years. In 2015, Peter acquired the rights to distribute and sell TEE JAYS in North America. With no immediate plans to expand completely overseas, the first orders have already been shipped to selected US customers.
Peter is clearly very passionate about what he does and this passion comes
Peter takes on 100% of the
ownership of the the family business. But George still comes to the office a few days a week
2014 2015
Peter buys the rights to TEE JAYS in the US and BTC activewear becomes the UK distributor for the brand
www.printwearandpromotion.co.uk
through when you speak to him about any aspect of TEE JAYS. “I donʼt have a job – I have a passion,” he says. “This is my life. My private life and my business life are totally moulded together. I love to be with my colleagues and my good customers as much as I do with my best friends and family. For me this is not work, it is a hobby – a very serious hobby!” And what about Terry? “He is our family and our family is his family. We still keep in touch. There is a tight bond that will always remain.”
It is this tight bond that has helped to shape TEE JAYS into the successful brand it is today.
TEE JAYS’ new logistics centre which opened in 2016
TEE JAYS opens its new logistics centre in Svenstrup
2016 2019
PenCarrie will join BTC activewear in becoming a UK distributor for TEE JAYS
The TEE JAYS logo which was designed by George Hofler
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