Dickies® Occupational Wear Grows Key Segments, Expands Into Canada

Fort Worth, Texas (Jan. 15, 2013) – Williamson-Dickie Manufacturing Company’s flagship brand Dickies has announced that its occupational wear division is expanding its product offerings and geographical availability in order to more fully and efficiently serve its growing customer base.

Beginning this month, customers in the food service, hospitality and healthcare industries will now have head-to-toe uniform options available from Dickies, including juniors sizing and footwear options as well as a full range of men’s and women’s uniform apparel needs. In addition to servicing customers across the United States, the company’s occupational wear division will also now provide workwear uniform solutions for customers across Canada. Both expansions launched in early January 2013.

“We’re pleased with the progress we’ve made in the last two years to provide our customers with deeper inventories, faster turnaround times and same day service on Dickies’ core industrial product line,” said Alex Smith, senior vice president of occupational wear at Dickies. “The Dickies Workwear Delivered service model has been well received in the marketplace and our category expansion and entry into Canada is the natural next step. We are excited to offer our North American customers a head-to-toe workwear solution from a brand their customers want to wear.”

Dickies is strategically focused on growth across all occupational channels and committed to meeting the needs of its multi-faceted customer base. This new expansion into food service, hospitality, healthcare, footwear and juniors is the result of ongoing customer engagement and research in order to not only deliver on, but surpass customers’ expectations. That engagement and research revealed an opportunity to address key job growth industries with a uniform solution from a trusted, renowned workwear brand.

In addition, Dickies plans to expand their presence in the healthcare space later in 2013. Although Dickies currently services healthcare workers with uniforms, they plan to launch a full line of industrial laundry medical scrubs.

“Dickies has a strong retail presence in the scrub category. We are excited to leverage that brand strength to offer an industrial laundry-friendly scrub line that will allow our customers to grow their healthcare business,” said Smith.

Also planned in 2013 is a product launch for the tactical and government sectors.

“What we’re offering is a complete workwear solution on one invoice, with streamlined shipping from a single DC and one point of contact from an iconic brand that is rooted in work and workwear,” added Smith. “I believe the new product offering, simplicity and service from a trusted partner like Dickies is what our customers are looking for in a workwear provider.”

Category Expansion

The hospitality and food service industries will be served with a new selection of items, including chef coats and pants, aprons and slip-resistant footwear. Dickies will also offer steel toe safety boots and non-steel toe work boots to cater to the food service, construction, manufacturing and government/tactical sectors. With the addition of junior-sized products, customers will be able to accommodate the needs of younger employees as well as anyone desiring a more on-trend selection with slimmer fits and a larger variety of color palettes.

Canadian Extension

The Dickies occupational wear division will now service Canada through a Toronto distribution center along with dedicated sales representation. The announcement brings the dynamic Dickies Workwear Delivered service program to loyal workwear customers north of the border, giving them access to the same deep inventory and fulfillment pledge as the US: core products ordered before 10 a.m. are shipped the same day; core products ordered after 10 a.m. are shipped within 24 hours.

“Our retail brand is strong in Canada and we’re excited to bring our occupational workwear product and service model to the Canadian marketplace,” said Smith.

For more information about the new Dickies products or expansion into Canada, call 800.336.7202 or contact your local Dickies representative.

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About Williamson-Dickie Mfg. Co.

Williamson-Dickie Mfg. Co. is the world’s leading provider of authentic work apparel, specializing in innovative performance workwear since 1922. The company offers premium quality products at an unmatched value across a vast assortment of apparel, footwear, and licensed goods in more than 100 countries. Williamson-Dickie operates through wholly-owned affiliates in the United States, Canada, Mexico, Europe, China, Japan and the Middle East; exclusive licensees and distributors in Africa and the Asia Pacific region; and under the Dickies®, Workrite®, Kodiak® and Terra® brands. For more information, visit www.wdcorp.com

© Williamson-Dickie Manufacturing Co.