ImagesMagUK_October_2021

www.images-magazine.com 40 images OCTOBER 2021 IS SCHOOLWEAR | BRAND PROFILE Neil Ward, managing director of schoolwear specialist One+All, tells Images about the launch of new products and new initiatives following the company’s rebranding We hold so much stock and can make sure we always have what customers need A safe pair of hands I n July, schoolwear supplier Rowlinson Knitwear rebranded as One+All, yet the Rowlinson name, which has been in use for 86 years, won’t be disappearing overnight. Visitors to The Schoolwear Show in October will see the message ‘the new name for Rowlinson’ on One+All’s stand, and the old name is likely to continue to be seen for a while on garments that are supplied from stock. However, the roll out of the new One+All branding is well underway, including on garments across the Performa, Woodbank and Courtelle brands. Speaking about the recent rebranding exercise, managing director Neil Ward comments, “It’s all coming together; while we are using the new branding in garments made to order, some customers may not see it for quite some time as we have so much that comes out of stock. But we will be transitioning over the coming year and by the time we get to the next Schoolwear Show, the One+All name will have been around for a long time, with two back- to-schools, so it will feel familiar.” The large amount of schoolwear that One+All ensures it keeps in stock is one of the main reasons the company is seen as a reliable partner by its customers, says Neil, who confirms that this commitment to high levels of stockholding will continue: “Part of why we can offer such great service is that we hold so much stock and can make sure we always have what customers need.” Neil adds that One+All will also remain dedicated to the business-to-business channel. “Overall, our ambition is to be the leading supplier of schoolwear to our retailers. It’s not part of strategy ever to supply direct to parents. We believe that our specialism and talents are in sourcing and wholesaling product, and our customers are the experts in dealing A principled approach Strong principles are something that have underpinned the business for many years, from its treatment of people to its environmental credentials. Rowlinson Knitwear adopted a forward-thinking approach when it started to shift to employee ownership in 2015. The move to 100% employee-ownership last year, along with supplying more than knitwear for a number of years, highlighted the need for a new name, with the current corporate structure and ethos helping to inform the choice of One+All. “We’ve made such amazing progress over the past 20 years in terms of how we do things,” Neil says. The new name is also inspired by the company becoming a B Corporation – a stringent accreditation that confirms commitments to looking after people and the planet. The global certification addresses a company’s entire operations from governance and the environment to its workers, customers and the community. “B Corp is really fast- growing,” Neil points out. “It’s becoming more well-known that you can’t become a B Corp if you are only giving a nod to sustainability or ethics. You’ve got to be truly sustainable and ethical to your core. It’s got to be part of everything you do. You can’t just have one hero product that you talk about because it’s got some ethical credentials.” He points out that One+All goes further than other companies by publishing information about its whole supply chain, including its sites in Bangladesh, the Philippines and Egypt. “We know who our suppliers’ suppliers with schools. That local relationship is really key: it benefits the school and benefits the pupils and the parents. The thing we would never want to do is compete with our customers. We are seeing good growth because we stick to our principles.”