Totally Workwear turns attention to sustainable growth following rebrand

Approximately five months after announcing its refreshed brand mission, workwear chain Totally Workwear has entered “the sustained profitable growth phase of its strategic plan”.

The step up reflects the brand’s commitment to a strategy that prioritises stable foundations and promotes reliable growth.

Using the mission refresh as said foundation, Totally Workwear invested in digital platform tools and e-Commerce practices to bolster its omni-channel experience.

The brand – which boasts 90 retail stores across Australia – has aimed to improve its stores while crafting activations that drive awareness to itself as a leader in Australian workwear.

These experiences were also developed to benefit the Wesfarmers owned, Workwear Group operated franchise model, by finding and hooking new investors.

“Substantial stakeholder engagement, time and investment has gone into the foundation setting phase of our strategic plan in recent years, the outcomes of which you are now beginning to see in market, as we deliver against the key pillars that will underpin our growth ambitions,” explained Troy Yewdall, Totally Workwear’s head.

Yewdall continued: “In constructing our strategic foundations and future state objectives around a culture centered on creating authentic customer connections, we also are able to provide a robust return on investment proposition for our key stakeholders, investors and partners.”

Moving forward, the company is set on meeting its milestones to grow larger and more profitable.

Specifically, Totally Workwear envisions for itself a future where its brand is defined by “world class store design, [customer experience] CX and range architecture programs, alongside a series of digital enablement initiatives designed to enhance system scalability and a network development framework supporting franchisees with footprint growth.”


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