Bruce Freeland, managing director of Banner, provides an insight into the business’s response to the significant changes within the industry, the steps that have been taken to address challenges, and how Banner is using its B Corp credentials to drive responsible change.

 

Laura Turner: Over the last four years, what significant changes have you observed in the industry?

Bruce Freeland: The past four years have been more disruptive than the previous 15 years combined. The pandemic drastically altered consumer habits, and we still feel its effects. The shifts in supply and demand have impacted the entire supply chain, requiring us to work closely with our partners to maintain the best possible supply and quality. Additionally, we’ve faced some of the worst shipping performances and highest shipping costs since before 1997. The uncertainty isn’t solely due to the shipping industry; global instability, including the war in Ukraine and tensions in the Middle East, has also played a significant role.

The timing of the cost of living crisis alongside the DfE’s statutory uniform guidance has made schools more mindful of the cost implications when reviewing their uniform policies. We’ve observed a trend where schools are reducing the number of compulsory uniform items or making certain garments optional. This outcome aligns with the DfE’s goals, so it’s encouraging to see the guidance effectively benefiting families and students, but it has made trading conditions even more challenging.

LT: How do you think the new legislation introduced by the Labour government to reduce the number of branded uniform items will affect the industry?

BF: The Schoolwear Association (SA) is doing a super job of engaging with the DfE to put forward the industry’s views on this critical topic. It’s something I have chatted about at length with Glenn, as we both feel the industry overall will struggle to absorb further change in the statutory guidance. Additionally, we feel that the current guidance is working well. In a very short space of time, it’s made secondhand universally available, it’s reduced the cost of uniforms by around 25% in real terms, and fewer items are being made compulsory. I am hoping that the SA can successfully represent the industry’s views and I would encourage retailers to join the Association and engage in its efforts to influence MPs and key stakeholders. Uniform is so important to the fabric of school life, and we simply can’t afford to get this wrong.

LT: The DfE guidance also mandates that schools offer secondhand uniform options. What are your thoughts on this?

BF: The DfE’s requirement for schools to provide secondhand uniform options has had a noticeable impact. It’s a positive development in terms of sustainability, highlighting the durability of specialist schoolwear and benefiting the environment. However, it’s also added to the challenges faced by the schoolwear industry during an already difficult trading year.

LT: Given the challenging market conditions, how has Banner performed?

BF: Service in 2023 was exceptionally strong. In 2024, shipping delays have been a challenge, as they have for the entire industry, but we’ve still delivered strong service and I am very grateful to the Banner team for all their hard work and dedication to customer service. Financially, we’re making pretty much the same level of profits that we did in 2021. We’ve had to cut some costs to sustain this level of performance, but that’s business, and many companies have had to do similar.

Our revenue has grown significantly with the addition of William Turner into the Group. We have been very careful to cherish the William Turner brand and have improved tie service with faster embroidery turnaround times and quicker in-season production. The addition of offshore pricing for William Turner has also been very well received. So overall, I think we are pretty pleased with how we have weathered the challenging times, but certainly, we would prefer market conditions to improve for everyone.

LT: How are you adapting your strategy to continue meeting the needs of retailers effectively?

BF: We’ve had to take a proactive approach, focusing on meticulous planning to assure service. Service is everything in schoolwear, so this dominates our thinking, planning and actions.

We are increasing opportunities at our UK manufacturing plant by expanding garment trimming and continuing tie production. In 2024, our UK tie manufacturing achieved a remarkable turnaround time of just two weeks from order placement. This capability enables our retailers to deliver exceptional service to their customers, offering something truly unique in the industry. We’re thrilled with the progress of our new product launch and the positive feedback our sales teams have received. This represents a significant milestone for Banner, supporting the time we’ve spent listening to customers, schools and parents.

We’ve introduced products that are particularly well-suited for the current cost of living crisis. Our new range of skirts and trousers, featuring innovative, 100% eco-friendly designs at significantly lower prices, has been very successful. The addition of the four new colourways in the Classic Hoodie has also been well-received, especially in helping retailers expand and promote leavers’ hoodies, teams and tour propositions. The APTUS 2-1 short, core tee and shorts, along with additional colourways and sizes in the APTUS range, have also been major successes. These updates have strengthened retailers’ ability to engage with PE departments, showing we are responsive to their needs. We’ve also maintained a strong commitment to sustainability, ensuring that every aspect of our operations, from garment production to energy use and emissions, contributes to reducing our carbon footprint.

LT: How are you ensuring retailers stay informed and supported during the evolving challenges?

BF: We take pride in helping retailers adapt to changes in the school environment through open and honest communication. By sharing information – both positive and challenging – we can all work together to achieve the best possible outcomes for both the industry and consumers. This collaborative approach has been especially vital as we’ve dealt with supply issues, demand forecasting and the impact of external factors on school uniforms.

We’ve also made substantial improvements to our marketing support, all of which are accessible to our customers through the Media Hub. We’ve refreshed our comprehensive collection of resources designed to help retailers navigate the tender process and stay up to date with DfE guidance. These resources include new tender templates, business insights, and expert tips for successful tendering. Additionally, our sales team are always available to support retailers bidding for school contracts, providing crucial information about our supply chain, sustainability efforts, and ethical practices.

LT: How are you helping retailers manage rising costs?

BF: The cost of living crisis has affected everyone, and we’ve worked hard to help our retailers stay competitive. We’re constantly negotiating with suppliers to ensure we’re getting the best value for money, which allows us to keep our prices as low as possible. This has been a significant challenge in recent years, especially considering the steep rise in shipping costs – rates that were £2,000 a container peaked at £12,000 on average in 2021/22, and today remain more than four times higher than their historic norms. And, of course, there has been wage inflation globally to manage as well. 
To support our customers, we will be launching several exciting initiatives at the forthcoming Schoolwear Show, which we are confident will further help our retailers.

LT: How have you maintained your focus on customer service?

BF: Customer service has always been at the heart of our business, and it has become even more critical in the face of recent challenges. Our focus remains on delivering the right products at the right time, which helps our customers maximise their selling opportunities.

To achieve this, we’ve had to plan further ahead than ever before, easing the pressure on shipping and potential manufacturing delays. We’ve also explored new opportunities within our supply chain, such as holding work-in-progress (WIP) stock at our suppliers and developing ways to embroider on finished products rather than flat panels.

Additionally, we’re expanding our William Turner UK manufacturing plant to support our retailers, offering services like garment trimming and tie manufacturing with rapid turnaround times.

LT: Can you tell us about the progress of Banner Foundation since its launch?

BF: We’re extremely pleased with the progress of Banner Foundation, which we launched at last year’s Schoolwear Show. The Foundation was created to support children, ensuring they have equal opportunities to thrive, regardless of their background. Through Banner Foundation, we’ve undertaken various volunteering projects and raised funds that will be distributed to causes across the country, all with the goal of giving every child a chance to shine. For instance, in the past seven months, the Foundation has raised significant funds and is working on donations to various charities, one of which is WizzyBugs, which provides specialised wheelchairs for disabled children under five.

LT: Finally, what is Banner’s vision for the future, especially concerning sustainability?

BF: We believe sustainability is not just a trend but a necessity. As a B Corp business, we’re committed to driving sustainability throughout our operations. Banner currently offers a head-to-toe eco uniform, with c.80% of our overall product range sourced from sustainable fabrics. There is no doubt we are leading the industry in offering the widest range of sustainable garments, and our vision remains to push towards 100% of our garments being sustainable.

We want our customers to stand out with products that align with their values – eco-garments supported by a B Corp business, combined with excellent service and competitive prices. This, we believe, is the winning formula that will ensure our continued success and that of our customers.

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