Australian apparel business Totally Workwear is preparing to overhaul its store portfolio as it enters a new growth phase as part of its strategic plan.
It comes following a brand refresh in late 2023, which included a new tagline and logo.
The new phase has begun with a remodelling of its 90-store footprint with new facades alongside brand activations which have reportedly attracted the attention of new investors to the Wesfarmers owned, Workwear Group operated franchise model.
According to Totally Workwear, the incoming phase includes shifts in customer experience and range architecture programs, alongside a series of “digital enablement initiatives” and a “network development framework” supporting franchisees with footprint growth.
"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,” head of Totally Workwear Troy Yewdall said.
“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.”
Totally Workwear was born in 1994, selling garments for blue collar workers across a range of industries including hospitality, retail, and corporate. Totally Workwear operates under the Workwear Group which is owned by Wesfarmers, the holding company that also owns Kmart Group.