Rebrand aims to transform sales, at home and abroad

Derbyshire bus and coach uniform and workwear business, Leisurewear Direct is strengthening its move into new markets at home and overseas with a new name and identity - Pride & Joy.

Under the new brand, Pride & Joy, the firm is up-scaling its product offer to the UK passenger transport sector, to which it currently supplies more than 40,000 uniform items to the major operators including Arriva Trains. The business, whose founder Jane Drayton completed the Goldman Sachs 10,000 Small Businesses programme, sees planting its identity in the British landscape that surrounds its Peak District base as a great asset.

The company is increasing exports overseas, fulfilling orders as far as Sydney, Australia for the biggest coach tour operator, Telfords.  New markets opening up for Pride & Joy include the niche home courier and delivery companies keen to communicate the story of their brand through quality uniforms.

A new Pride & Joy clothing line offers the market a product line built on quality, trends and detailing; all part of the company’s new direction and refreshed approach to passenger transport uniforms.

In line with its traditional customer-focused approach, Pride & Joy has also successfully built and trialled its very own automated customer ordering and processing system and plans to roll it out to all its customers during Spring 2015.

Firmly rooted in the Peak District, at the heart of the bus and coach building industry, the new name and identity has an inherent Britishness. With all the associations of trust and quality that it imbues, it not only appeals to the company’s loyal customer base in the UK, but also overseas.

Pride & Joy founder, Jane Drayton says, “We have been on a fantastic journey these past few months, our new brand and identity reflects a revitalised offer and brings to life the reasons why our customers choose to work with us and what makes us different; ultimately that comes down to our traditional service ethic.”

“Our business is to help customers realise and express their brand through our uniforms and bespoke embroidery.  It was important for us to do the same with our own re-brand.  The Peak District-inspired scenic backdrop and our nod to the golden age of travel is all part of our own story.”  

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