David Luke has announced a move to convert its website to allow consumer sales of core generic items. The change is part of a drive to widen the brand experience. Also, to promote what David Luke stands for as a business and uniform producer, from a wider online and social platform.

Digital advancement

During the pandemic, retail has been transformed and online growth is accelerating at great speed. Bryony Pestell, David Luke’s marketing manager, states; “There is a fantastic opportunity for us to grow our platforms digitally so we can also grow our understanding of the end-user, our products, and produce content that is really relevant for them that we can share with the trade.

“At David Luke, we are really committed to being in business as a force for good, socially and environmentally. We want to get this message through to the end-user; taking the narrative of uniform at Back to School away from price towards important areas amplified during this pandemic.”

Independent retail promotion

David Luke’s business development director, Jamie Morley, adds; “We believe that this addition to our business model is a positive for the independent retailers we work with. It creates a loop of promotion where we can project our brand into the wider marketplace; all whilst providing really strong case studies and promotion of the fantastic examples of independent retail that are out there.

“Our belief that schools and their communities are best managed by the local independent retailer remains as firm as ever. We will continue to work hard to promote that within our brand messaging.”

Changing times

Pestell concludes; “There is no going back to the way things were after this pandemic. However, there are fantastic opportunities ahead, from creating a broader digital platform through our brand together with local and community-based specialisms through our retail customers.”

The David Luke website will launch in August.