Expansion of workwear centres

Tippers is one of the selected stores to be a Dickies 'Authorised Workwear Dealer', and a bespoke workwear centre will be created for its customers.

Tippers' flagship branch is in Lichfield and it is the first of its stores to have the workwear centre. There are plans to replicate it at branches in Tamworth, Wolverhampton, Kidderminster, Uttoxeter or Birmingham.

Paul Elliott, regional sales manager at Dickies added: “In looking to support Tippers grow their sales further with Dickies, we worked closely with Unishop to create a fresh new ‘shop within a shop’ workwear display area and a range to match that could cater for its customer base. By creating these workwear centres for Dickies products it helps them to stand out and it has already proven that sales increase. We managed to turn around the concept in just a couple of days and it is already proving popular with customers.”

Graham Brookes, manager at Tippers said: “We have been working with Dickies for 23 years. We stock a wide range of workwear to cater for our customers, with safety boots, high vis, jackets, trousers being most popular, customers also want to feel see and touch the product.

“We identified an opportunity to increase our workwear offering to the customer and having the extra space we were able to set up the ‘shop in shop’ concept.  Our expectation was that we would be taken seriously as a supplier of workwear to the industry and that would elevate our profile in terms of an enhanced safety and work wear offering.

  “This has been positive both in terms of the presentation and layout of the product but also in the increased product offering it has enabled us to display. Sales have also increased and customers have also provided positive feedback.”