London schoolwear supplier, School Uniform Direct (SUD), has opened a brand-new flagship store in central Fulham, marking a new chapter and securing its future in the community it has served for over 40 years. The move, which was supported with a loan from challenger business bank Allica Bank, comes following the end of the lease on SUD’s existing Fulham store, and the owners’ desire to preserve its close community connections.
Founded in 1983 by owner Alex Gani’s father, SUD began life as a small children’s clothing shop before becoming one of London’s most respected uniform specialists. “We’ve built up really strong and long-standing relationships with local London schools,” explains Gani. “Something we’re really passionate about is making sure high-quality uniforms are accessible to everyone. I like to think we’ve built up a reputation as ‘the Robin Hood of school uniforms’.”
Today, Gani has helped SUD grow from supplying five schools to more than 150 across the UK, with stores in Fulham, Mitcham, Staines and West Byfleet. The appeal of the traditional British school uniform look has also driven international expansion, with an UAE store already open and a Saudi Arabia location set for 2026.
The business has modernised while remaining deeply community-minded.
SUD introduced the UK’s first unisex blazers and blouses – designed to make hand-me-downs easier between siblings – and invested heavily in in-house manufacturing, including high-quality printing and embroidery.
Knitwear, skirts, pinafores and ties continue to be made in the UK using British milling factories, and the brand works closely with schools to offer multibuy deals, unlimited exchanges for unused items, and hardship allowances for struggling parents.
Commitment to social impact is also integral to the business. SUD donates at least one full sports team kit to every partner school each year, plants a tree through Ecologi for every blazer sold, and has donated five shipping containers of surplus uniforms to countries in need.
“Being close to the community is non-negotiable for us,” continues Gani. “Uniform shopping is a rite of passage. We’ve had parents bringing in their children, having bought their own uniforms here 25 years ago. We weren’t prepared to lose that.”
With retail space in the area scarce, Gani quickly decided to purchase a new site on Lillie Road, a one-minute walk from SUD’s former store.
However, they needed to move fast to find a lender, refurbish the shop, and open it before the lease on the existing premises closed. Gani’s relationship manager, Ricky Kapoor from Allica Bank, worked closely with the team to help get it over the line.
“Other lenders simply couldn’t move fast enough,” says Gani. “Allica understood what makes our business special. They looked at the full picture and moved fast enough to keep us rooted where we belong. And Ricky was always available when we needed him. That made all the difference.”
Despite an industry-wide shift toward online retail, SUD continues to thrive in person, with more than 75% of customers shopping in-store. Many families remain loyal for 12 years or more – often returning for younger siblings – and several members of staff have been with the business for over three decades. “You can only build this kind of relationship in person,” Gani confirms. “It’s part of our identity.”
Ricky Kapoor, relationship manager at Allica Bank, adds, “School Uniform Direct is a brilliant example of a long-standing London business that’s modernised without losing its roots. Alex and the team continue to serve families across Fulham and across the world with real community spirit, while driving genuine innovation in the schoolwear industry. Securing the new Fulham store keeps an essential local service right where families need it. I’m glad we could help make that happen.”
Reflecting on the move, Gani concludes, “This new Fulham store secures the future for our family, our staff, and the thousands of parents and children we support.”