The I4S Interview: Nick Atkinson (The Business Wear Company)

Back in July 2000, the print version of Security Management Today (SMT) ran an article under the banner ‘Security stitch-up’. In all honesty, it sticks in my memory more for the excellent illustrations than anything else (though the words were of equal importance given that decisions had to be made in terms of who was going to edit the title… and yours truly was the prime candidate).

That particular article was all about a ‘changing of the guard’ – more precisely in terms of security officers’ appearance on duty – and the perceived (and real) move away from traditional uniforms towards a more casual, business-savvy look driven by the demands of the corporate customer base.

Put simply, pseudo-police uniforms were being ditched – rather than stitched – in favour of blazers and ties. Subtlety, it seemed, had become de rigueur, and the security sector was at last beginning to follow modern fashion trends by opting for a more relaxed, informal styling.

Embracing modern fashion trends

One company that embraced this shift wholeheartedly was Prima Corporate Wear (formerly known as Uniforms Unlimited prior to a 1999 management buy-out).

Back then, the Indescon Court, London Docklands-based company – a massive supporter of the Security Excellence Awards in its earlier editions – ran over 400 security-based clothing accounts and turned over a cool GB pound 7 million per annum.

With more than GB pound 1 million worth of stock to hand at any given juncture, the organisation assuredly looked after contracts for MITIE, Securitas Security Services, First Security and Pegasus Security (among many other guarding suppliers), in addition to in-house dealings involving, for example, security teams at the BBC and the Royal Opera House.

Known to many of you, the company’s managing director was Nick Atkinson, a forward-thinking and astute businessman who fully grasped the need for uniform change.

In parallel, there have been several changes in Atkinson’s own situation across the years. In September 2001, his thriving Prima Corporate Wear business sealed a GB pound 1 million deal to buy competitor Sharps Freeman and, in turn, increased the former’s market share to approximately 30% of the security clothing market.

Come October 2004 and Prima had branched out still further, looking after contracts for other Top 20 guarding companies (such as Securiplan, Ultimate Security, OCS Group and Wilson James).

Setting the standards

Back then, Atkinson told Security Management Today: “The move towards higher quality clothing is paramount. Better quality garments retain their shape and last far longer than the cheaper alternatives which are little more than a false economy. A uniform that fits well and looks smart can do so much for the morale of an officer, and makes them feel more confident.”

It’s a statement that still holds true today, that’s for sure.

In a nutshell, Prima Corporate Wear set the standards for others to follow. A dedicated stock holding and management regime was put in place, ably supported by an online ordering service which each contractor could access as required.

There was a full performance transparency in all of this, too, since Prima could deliver a detailed analysis report on request to show order progress from the moment of receipt.

In July 2005, though, it was time for more change. The Prima brand was bought by Bristol-based Alexandra in a GB pound 4 million deal. There was talk of additional benefits for existing Prima customers underpinned by a continuing autonomy for the brand under the overarching Alexandra umbrella. Then there was a period of quiet.

Eventually, and with more than a hint of sadness, Alexandra slid into administration in July 2010 and with it went the excellent Prima brand.

Every cloud has a silver lining

However, they say that every cloud has a silver lining and that’s very much the case here. Following a few years of operating as a management consultant, Atkinson has now re-emerged with a new operation deliberately re-targeting the business that Alexandra/the Prima Corporate Wear brand had been forced to leave behind.

“We’re all about replicating the old Prima model with the new company,” asserted Atkinson on a recent visit to UBM’s Ludgate House headquarters in central London.

That new organisation is The Business Wear Company, which Atkinson purchased last August when it was Image First – itself a major supplier to the security sector, and owned by CKL Clothing – with a view to re-branding.

Based at the Eagle Industrial Estate in Leeds, The Business Wear Company has most certainly hit the ground running. In the intervening period post-August 2011, Atkinson has won major clothing deals with ICTS, the resource Group – across a three-year term, and largely by dint of quality delivery on previous contracts with Prima Corporate Wear – and Transdev (also a three-year deal).

“We’re now making real headway on several other major contracts,” enthused Atkinson, who has won close on GB pound 3 million of new business over the last seven months. “We are presently the fastest-growing corporate clothing company in the country, and the ‘old’ Image First business will be back in profit well before the end of the year.” Great news.

Adherence to trusted values and ways of working

The backbone of this rapid – and refreshing – success is Atkinson’s adherence to values and a work ethic he so obviously holds dear.

He talked of a “high degree of service and quality” (the lynchpin of Prima Corporate Wear’s business in days gone by) and “dedicated stock levels” guaranteeing “next day delivery across the whole country”. There’s a gap in the market and Atkinson’s taking it by the scruff of the neck, banging the drum for a better security image.

If the move towards corporate-style suits was just kick-starting back in 2000, it now holds full sway. “We’re really down the line of the executive suit,” explained Atkinson. “The corporates do want performance fabrics for their security staff that are not just stylish but also washable. They can then do away with the cleaning costs. They desire stain-resistant fabrics in black, charcoal grey and navy. We can also take care of branding issues, and complete alterations and embroidery tasks in-house. It’s genuinely a complete service.”

Atkinson’s all-new operation (in which he’s a major shareholder) is backed by a leading Swedish clothing manufacturer, with a holding company producing The Business Wear Company’s stock lines to order in both Lithuania and the Far East.

“It’s a well-funded operation,” said Atkinson, “with more than sufficient levels of stock such that we can turn orders around really quickly and absolutely adhere to Service Level Agreements. Those SLAs are punitive in nature in direct favour of the customer. We cannot afford to not deliver on our promises and guaranteed prices. It’s as simple as that.”

This is a strength of infrastructure that many competitors would find hard to match, let alone surpass.

“We offer a director-led level of service for each customer,” urged Atkinson, “incorporating regular face-to-face review meetings to ensure that stock levels are in place and contractual agreements are consistently adhered to. In short, we deliver.”

Different demands for different businesses

Atkinson then developed his comments still further. “We recognise that different businesses have different business demands and, at The Business Wear Company, we work hard to meet these individual requirements. From ground to Boardroom level, through a combination of staff surveys and management meetings we interpret the needs of our customers. All the while, we take into account the purpose of the uniform, the environment in which it will be worn, the views of the customers’ customers whom it will be seen by and the all-important intended brand identity.”

Buying product in at the right price is another ethic by which Atkinson stands, so too the need for diversification. Although the security sector is what you might describe as The Business Wear Company’s ‘bread and butter’, the organisation is also focused on stylish and durable outfits for company’s across a range of verticals.

Indeed, backed by an all-new IT support infrastructure The Business Wear Company is presently working on dedicated microsites for its customers such that they can access all necessary contract information as and when they choose.

“Our philosophy is a simple one,” concluded Atkinson before heading off for another pre-contract meeting. “It’s to deliver the very finest product, specifically designed for style, function and durability and supported by the very finest level of customer service. We work hard to stay at the forefront of our industry through this constant commitment to quality and service.”