Dickies Workwear

Dickies 250 Workwear Centres

Dickies 250 Workwear Centres

Dickies, the internationally renowned workwear brand has launched 50 Premium Workwear Centres in the UK during 2015 that joined the additional network of 200 centres in the previous livery, which are in the course of having their graphics updated.

Tippers have recently become one of the selected stores to be a Dickies Authorised Workwear Dealer creating a bespoke workwear centre for customers.

Tippers based in the Midlands has been in business as a builders merchants since 1916. Covering all areas of the construction process from small DIY projects to major housing developments.

Tippers flagship branch is in Lichfield and it is the first of its store to have the workwear centre with plans to replicate it in its other branches: Tamworth, Wolverhampton, Kidderminster, Uttoxeter or Birmingham.

Paul Elliott, regional sales manager at Dickies added: “In looking to support Tippers grow their sales further with Dickies we worked closely with Unishop to create a fresh new ‘shop within a shop’ workwear display area and a range to match that could cater for their whole customer base. By creating these workwear centres for Dickies products it helps them to stand out and it has already proven that sales increase. We managed to turn around the concept in just a couple of days and it is already proving popular with customers.”

Graham Brookes, manager at Tippers said: “We have been working with Dickies for 23 years. We stock a wide range of workwear to cater for our customers, with safety boots, high vis, jackets, trousers being most popular, customers also want to feel see and touch the product.

“We identified an opportunity to increase our workwear offering to the customer and having the extra space we were able to set up the ‘shop in shop’ concept.  Our expectation was that we would be taken seriously as a supplier of workwear to the industry and that would elevate our profile in terms of an enhanced safety and work wear offering.
“This has been positive both in terms of the presentation and layout of the product but also in the increased product offering it has enabled us to display. Sales have also increased and customers have also provided positive feedback.”