When the schoolwear industry gathers for the much-anticipated Schoolwear Show, one debut will feel reassuringly familiar. For the first time, The Parently Group will step into the spotlight, bringing together a family of brands under one umbrella, with trusted industry icon David Luke at its heart. Alongside the heritage schoolwear name, retailers can view an expanded portfolio that includes Lelli Kelly school uniform, Juco sportswear, Term footwear, and Grass & Air outerwear, alongside the introduction of a new primary uniform designed for forward ordering and built around price-accessible pieces that deliver on affordability and quality. It’s a show lineup designed to deliver both stability and fresh opportunities.

 

The evolution has been a long time in the making. With more than 40 years of wholesale expertise, David Luke has steadily reshaped its business model over the past five years, paving the way for growth and a broader service proposition. Now it forms a strong foundation for The Parently Group, as the company positions itself as more than just a supplier of schoolwear; it has become a strategic growth partner for retailers. The expanded offering gives customers the ability to diversify, extend their reach, and build resilience against seasonal peaks and troughs.

Commenting is Kathryn Shuttleworth, CEO of The Parently Group

“We’re seeing more and more how our retail partners are looking to work with suppliers that understand their challenges and share their ambitions. Our role is to support them not just with great products, but with the tools, insight, and innovation that help their businesses thrive.”

At the heart of The Parently Group’s offer is its extensive brand portfolio, covering everything from core schoolwear to sportswear, footwear, and licenced collections that offer a broad customer appeal. For retailers, this means having access to a breadth of product that ensures customers come back not only for September uniforms but for year-round essentials and discretionary purchases.

“This year, as in recent years, the Back to School rush has occurred later in the season,” says Jamie Morley, Business Development Director at The Parently Group. “We have observed our customers relying on their forward orders well into August, followed by a surge in day-to-day top-up purchases during the last couple of weeks. This pattern, while challenging due to increased pressure, has nonetheless resulted in the expected peak trading period, which is reassuring given the current uncertainties within the industry.”

 

 

The current retail climate presents both challenges and opportunities

While consumer expectations around value and ethics continue to rise, so too does the appetite for convenience. Parents and carers increasingly prefer to shop where they can find everything they need under one roof, physical or digital. “The uncertainty surrounding the forthcoming legislative changes is generating some concern and confusion about how the proposed limit will be implemented and how schools will respond when they have so many challenges to deal with, and school uniform is typically quite low down that list,” continues Morley.

“Once a final decision is reached, retailers will be able to engage with schools to provide appropriate information, ensuring that uniform policies are not subject to impulsive adjustments. Any modifications should maintain the integrity of school uniforms and safeguard both the identity of institutions and student wellbeing, recognising the underlying reasons for uniform requirements and the positive impact they have. Retailers with close relationships with schools are in a strong position to influence the actions schools take, and we look forward to supporting our customers with this.”

 

 

This is where diversification comes into play

By broadening their offer, retailers can unlock year-round trading potential and strengthen loyalty among their core customer base. This strong portfolio not only underpins Parently’s position as a category leader, but also opens the door for retailers to expand their customer offering without having to look beyond one trusted partner.

“Our brands all have their own personality, but they share the same DNA: reliability, quality and trust,” confirms Shuttleworth. “Parents know our garments will last, and retailers know they can rely on us to deliver. That combination builds confidence on both sides of the counter. David Luke schoolwear is our foundation, but it’s only part of the story, and this is why visitors to The Schoolwear Show will see a unified identity for our brands. Under our Parently Group portfolio, we now offer a mix of household brand names like Lelli Kelly school uniform and Grass & Air, alongside Term footwear. It’s about giving our retail partners the ability to grow sustainably all year round and creating added value from head to toe.”

 

 

The Parently Group is not content with standing still

Innovation is embedded in the Group’s strategy, from material development and product design through to digital tools and retailer support. Circularity has become a cornerstone of the Group’s future-facing agenda, and the company has made clear commitments to incorporating ‘designed for circularity’ product development. When paired with its rich heritage of manufacturing with recycled fabrics, many of the bestselling products within the Group, such as the David Luke Eco Blazers and Jackets, offer compelling opportunities for the wearer to close the loop on fashion waste.

“Sustainability isn’t an optional extra anymore, it’s an expectation,” adds Shuttleworth. “Parents are increasingly making purchasing decisions based not only on price, but also on values. That’s why, over the next 12 months, we’re launching a pilot scheme with a core group of retail partners to test how schools and families can play a bigger role in closing the loop. By encouraging parents to return David Luke circular blazers for recycling, we’re not only reducing waste and extending the life of materials, but also laying the groundwork for a more scalable, circular model that could benefit schools, parents and the planet alike.”

 

 

More than anything, Parently sees itself as a partner

Beyond the products themselves, the Group provides a wealth of support to ensure that retailers can maximise sales potential. This includes marketing collateral, POS materials, insights into consumer trends, and flexible supply models designed to work for businesses of all sizes.

“Our success is completely tied to our retailers’ success,” says Shuttleworth. “That’s why we put so much emphasis on support. Whether it’s sharing consumer insights, providing ready-made marketing assets, or simply being on hand when challenges arise, our goal is to be more than a supplier – we want to be a partner retailers can truly depend on.”

See The Parently Group at The Schoolwear Show

As The Schoolwear Show approaches, The Parently Group is preparing to showcase not only its trusted schoolwear collections but also the wider opportunities that diversification can bring. Visitors to the Parently stand will be able to see the latest ranges across the full portfolio.

“This year’s show is about starting conversations,” says Shuttleworth. “Every retailer has a unique set of challenges, and we want to explore how diversification can be tailored to their business. It’s an opportunity to share ideas, highlight new products, and look ahead together.”

The Parently Group enters this year’s Schoolwear Show with a clear message: growth comes from partnership. By combining a strong brand portfolio with a forward-looking approach to sustainability and innovation, it is equipping retailers with the tools they need to thrive in a changing market.

“As an industry, we’re stronger when we work together,” concludes Shuttleworth. “The Parently Group is here to make sure our retailers are not just surviving but growing. We’re incredibly excited to welcome everyone to our stand at The Schoolwear Show and to explore the future of schoolwear – and beyond – together.”

See The Parently Group at The Schoolwear Show on 12-13 October 2025. For further information, please click here.