The name of the David Luke Group has changed to The Parently Group, as the parent company to David Luke School Uniform, Grass & Air and the Juco activewear brand. The new name serves to encapsulate the brands’ sense of family, kindness, and a focus on a healthy future.

David Luke School Uniform will now operate within a new group structure to enable its portfolio of brands to realise their growth potential.

The family-centric principles of The Parently Group brand portfolio will underpin an ambitious growth strategy. This will be scaled by increased focus on ecommerce as well as building brand awareness in consumer markets.

As the flagship brand, David Luke School Uniform will benefit from several initiatives aimed at strengthening its position as the leading supplier of eco-school uniform through its network of independent retailers and direct-to-consumer website.

 

 

Plans also include a range expansion on Grass & Air. Plus, the fast-tracked launch of new activewear brand Juco; capitalising on the surge in outdoor family recreation brought about by the pandemic.

Commenting on the developments is managing director, Kathryn Shuttleworth. “We’re really excited to continue the evolution of the business as we emerge from the huge shifts that have occurred during the past year.

“Our retail customers have shown great resilience and reimagination during this time. We feel confident that The Parently Group’s focus on sustainability, brand and product will provide mutual benefits and relevance for these vitally important ongoing partnerships.”

Reflecting on the journey of David Luke, Shuttleworth confirms it will remain the flagship brand for the business. The new vision, however, will offer the company’s emerging brands space to grow.

 

 

Shuttleworth continues; “For 38 years, David Luke has championed the people, customers and suppliers it has encountered on its journey. The ethos of David and Adrian, the founding members, was about building a business that was strong enough to withstand the competitive and economic environment for the long term, whilst also having a positive impact on all those it met along the way.

“In 2016, there was a management buyout of the founders and the new leadership formed the David Luke Group. The ethos from the early days has continued, and with the Durability in Mind, Ethics at Heart approach, the desire to create long-lasting products that help parents look after their children and their future has guided all that we do.

 

 

“For David Luke, school uniform has been such a sharp focus and a significant part of business growth. With new brands having now been developed, such as Grass & Air and Juco, along with a need to broaden the risk profile of the business, it is time to spread our wings wider so we can expand into the world beyond school uniform alone.

“But we feel so strongly that the spirit of David Luke should continue to run through the whole organisation and its brands; that we are forming a group structure that captures the values and culture that have been so critical to the evolution of the business since it started.”