January/February 2014 61�

63:News

64:Woven in Wales

The latest on the second-generationfamily business, which recently

underwent a rebranding

66:Magic for business

How TheMagicTouch is putting imagetransfer printing back in the hands of

suppliers to schools

ROWLINSON

January/February 2014 63�

In order to reach all the key players within theschoolwear industry, CWB is emailing out adigital version of its schoolwear section everyissue to over 2,600 schoolwear retailers andsuppliers.

Following print publication of every issue of themagazine, therefore, the team behind CWB willsend out an email with a link to an electronicversion of the schoolwear section, which canthen be viewed as a page turner online. Byreaching a wider audience through digitaldistribution, CWB aims to boost brand awarenessamid the industry, as well as ensuring schoolwearadvertisers are reaching their full target audienceyear-round, with advertisements now beingviewed both in print and online.

Established in 1983, Cardiff independentsporting goods and schoolwear retailer YC Sportsis seeking wholesale accounts for its rapidlydeveloping own-label school uniform brand, Less is More.

The main line comprises trousers designed in aslimmer fit, popular with pupils yet still classicenough to be school-friendly. Girls’ trousers areavailable in slim or regular fit, while the boys’trouser is in a slim-fit chino style. The brand’soffer also includes a basic skirt, knitwear rangewith bespoke options and as of last year, blazers,also with bespoke options. The school bag rangeis set to be expanded and a range of schoolshoes is also in development.

This year’s edition of The Schoolwear Show,taking place on 12-14 October at Cranmore Park,Solihull, is set to offer a host of new incentivesfor visitors.

First and foremost, the show is being opened upto a broader selection of exhibitors from theschoolwear industry, making this year’s event thelargest and most varied yet.

Other developments for 2014 include new-lookbranding, daily transport provided to theexhibition from two local hotels and increasedpromotion throughout the year via CWBmagazine, The Schoolwear Show’s official media partner. Exhibition updates and links to its social media can be found atwww.theschoolwearshow.co.uk.

Sheffield personalised schoolwear supplierSchool Trends won the Philip Baxendale Awardfor Employee Engagement at the recentEmployee Ownership Association’s Gala Dinner.

The annual event, which celebrates excellence inemployee ownership, took place at the NationalMotorcycle Museum in Solihull.

The award was presented to a select group ofemployees from across the business who wereinstrumental in putting together a detailedproposal on how School Trends engage itsemployees.

Chelmsford family business Schoolwear Plus wasrecently selected by Dragon’s Den star TheoPaphitis as a winner of his Small BusinessSunday (SBS) competition. The retailer went onto meet Paphitis at an exclusive event for SBSwinners at the ICC in Birmingham.

SBS sees businesses tweeting Paphitis abouttheir companies on a Sunday between 5pm and7.30pm including the hashtag #SBS. Six winnersare retweeted every Monday at 8pm and invitedto enter their business profile on the SBS websitefree of charge. Since winning, and having itsmessage retweeted by Paphitis to his 402,000-plus followers, Schoolwear Plus hasgained over 200 more Twitter followers and seenincreased interest from customers.

January/February 201464 �

Located in Pembrokeshire, South West Wales,The National Weaving Company is a second-generation family business that wasestablished by mother and daughter duoChristine and Louise Astley in 1987 with just asingle loom. With the support of twoschoolwear agents, Don Haycox and KeithWatts, the pair worked tirelessly to get thebusiness off the ground, with the company’sfirst Back to School period proving somethingof a baptism of fire as the little team took it inturns to sleep by the loom and change namesand colours throughout the night.

Over the last 27 years, however, The

National Weaving Company has steadilygrown, in every sense. The product range hasexpanded from just one sew-on nametapeproduct at launch to over 20 today. And, asthe product range has grown, so has thebusiness’ accounts, which now exceed over800 schoolwear retailers. Accordingly, theworkforce has risen to a team of 20permanent staff, comprising skilled weaversand technicians to operate the looms as wellas additional temporary staff hired during thepeak summer months.

While the company’s offer has evolvedbeyond just woven nametapes and labels to

include other personalised products, wovenitems remain at the core of the business. Thebestseller for the school sector is thetraditional, 8mm woven sew-on nametape.Also key is the woven iron-on nametape,featuring a heat seal yarn on the back, that isapplied to clothing with a household iron andthe company’s ID Tags designed for sewinginto sports kits, which are woven with large,bold lettering to provide quick and easyidentification making them a favourite withschools. Other popular products include thesatin iron-on name label for clothing, whichprovides a soft surface and minimises any

January/February 2014 65�

possible irritation, making it ideal for everydaywear when used in school shirt collars. RivvitNametape Fasteners, meanwhile, are acomplementary product that allow for quickand easy attachment of woven name tapesinto clothing by riveting them into existingwash care labels quickly and simply with noother tools required.

The National Weaving Company’s non-woven products for the school sectorinclude the Peel ’n’ Stick Shoe and Propertylabels, which are a set of easy-to-use stickersfor labelling shoes and other non-clothingitems. Super Sticky Name Labels, meanwhile,provide fun and colourful stickers designed foryounger children to be used for identifyingnon-clothing property such as lunch boxes,with the stickers being both microwave anddishwasher safe. Similarly, the Super FunName Stickers range offers packs of colourfulstickers in a choice of 15 designs for non-clothing applications, again, targetingthe younger age group. The National WeavingCompany can also provide a printing systemfor retailers, allowing them to produce printediron-on labels instantly for their customers in-store. Designed to help increasedschoolwear retailers’ add-on purchases whencustomers are at the till, the system allows aset of personalised printed labels to becreated and bagged with instructionsinstantly. The system comes with the option ofa bespoke keyboard or software provided byThe National Weaving Company complete withtechnical support as well as stock of blanklabels and ink ribbons.

Beyond labels, The National WeavingCompany serves the school sector with arange of personalised rucksacks and bookbags for school items as well as personalisedgym bags for PE and swimming gear, helpingto keep students’ belongings identified andtogether. Personalised product also extends topencils, with sets of 12 HB available with achild’s name stamped in foil onto each one.Personalised colouring pencils are also

provided, presented with a sharpener and aneraser in a roll-up case which, as with eacheach individual colouring pencil, is stampedwith the child’s name.

Following the recent retirement of thecompany’s founder, Christine Astley, the reinsof the business are now in the hands of herdaughters Caroline and Louise. With a strongproduct range under its belt, the secondgeneration of the business is busy paving theway for the company’s continued growth anddevelopment. While maintaining the valuesand ethos embedded in the business by theirmother, Caroline and Louise are also keen tocarry the company forward.

Developments, therefore, include theWelsh manufacturing premises’ recentrefurbishment to accommodate a new rangeof looms complete with the latest computersoftware custom-designed to the business’own specification. In-house manufacturing iscore to the business’ success, so investmentin production is paramount. By retaining itsmanufacture in the UK, the company canoversee all stages of production, qualitycontrol and distribution. This is exemplified inno better way than during the peak Back toSchool period, when, thanks to in-housemanufacturing, The National WeavingCompany is still able to offer same-daydispatch on nametape orders. Essentially,manufacturing in the UK allows the businessto offer its retail customers confidence thatlevels of service and quality will be maintainedyear-round.

While the benefits of in-housemanufacturing are unquestionable for thiscompany, it is not a process withoutchallenges, especially in the UK’s difficult

economic climate – winter cash flow beingone hurdle highlighted by the company.Nonetheless, with a strong team of dedicatedstaff, and by keeping costs tightly controlled,the business maintains its market share andessentially, the delivery times it can achievepurely by manufacturing in the UK enables itto produce sufficient turnover to be asuccessful company.

The premises refurbishmentsubsequently triggered a rebranding of thebusiness last year, with the new look unveiledat the 2013 Schoolwear Show. The reason forthe rebranding is two-fold; as well as updatingthe business’ general representation with abright and fresh new look – re-engagingexisting customers as well as attracting newones – it is primarily to reinforce and reflectthe company’s roots and core message: that isproud to manufacture in the UK.

The new logo, therefore, has beendesigned with the aim of helping clearlydefine The National Weaving Company as aUK manufacturer. It utilises the British coloursof red, white and blue, while the logo’s designreflects the weaving element, with the additionof the year the company was founded in 1987reiterating it is an established business.

The new branding will be featured acrossthe company’s brochures, photography andmarketing material, with the exercisecontinuing into 2014 with the launch of a new website which, as well as incorporatingthe company’s new look, will feature a “trade-only” area for retailers to place orders online.

The National Weaving Company pridesitself on continually working on new creationsand concepts, with its latest developmentbeing a new nametape that incorporates arecently sourced rainbow yarn. Lessspecifically, however, the family business’focus is now on reaping the benefits of itsrecent investments, establishing the new–lookbranding and continuing to build on thesuccess of the first generation’s work.

January/February 201466 �

Since its formation in Germany in 1989 byfounder Juergen Hagedorn, TheMagicTouchhas been pioneering the digital image transferprocess, and today offers full-colour imagetransfer paper and heat presses, together withlaser colour copiers and printers. Its aim is toopen up new and innovative opportunities forbusinesses through full-colour, high-qualityimage transfer printed onto a limitless rangeof application products; everything fromtextiles, metals, glass, leather and acrylicthrough to PU folders, mugs, wood, POSboard and umbrellas. Additionally,TheMagicTouch not only produces andsupplies the products enabling entry into thismarket, it also backs the applications withtraining and marketing support. Essentially,TheMagicTouch can put printing back into thehands of a business, allowing it to deliverpromotional merchandise and create newcommercial opportunities.

TheMagicTouch has chosen now toactively targeting the school sector, havingmade its debut at the Schoolwear Show inSolihull in October. This is simply down tocustomer demand – a requirement fromsuppliers to schools for a marketing tool toimprove contact with customers and makemore money from what is considered a verycompetitive market.

“Over recent years, TheMagicTouch hasreceived an increasing number of enquiriesfrom the school sector, with the combinationof technology becoming easier to understandand the low-space requirement andaffordability of printers making the processvery attractive,” says company MD Jim Nicol,who, in partnership with his sister AlisonNicol, opened TheMagicTouch’s UK officeunder licence in St Albans in 1991 beforerelocating the business in 2000 to its currentUK headquarters in Dunstable.

“The school market is changing, creating real opportunity to get closer, improvecontact and create new business,” hecontinues. “I believe suppliers to schools need to widen the product range and betterengage with schools.”

As Nicol mentions, entry level cost ofprinting equipment has dramatically reducedover the years and is a considerable factor inthe increased demand for TheMagicTouchservice. To put these cost differences intocontext, in the early 90s the only printingdevice available for full-colour transferproduction was that of colour copiers costingin excess of £25K. Additionally, if the userwanted the colour copier to communicate withtheir computer, the cost could easily increaseby a further £10K. With entry level printers

now available for less than £500, cost is nolonger restrictive, and the opportunities togain new channels of business are much morereadily available.

“The introduction of TheMagicTouchprocess to any business helps to sharpen upthe user’s marketing and sales efforts,” hesays. “Having the ability to market-specificproducts to target customers really works, andhas a great crossover towards the B2B market.Our process also creates the opportunity forthe user to assist schools with the manyenterprise schemes now operating, giving thepupils an insight to operating a businesswithin the school environment.”

With developments in technology,experience in training, support for all of itsproducts and by sharing its marketing andsales programmes, TheMagicTouch is able toefficiently assist its school-sector customers increating new business opportunities. For anycompany supplying to schools, being able toproduce a personalised sample for evaluationis important, especially if an event involvesPTA groups or any third-party sponsors.

So, one real key advantage of digitalimage transfer is the ability to producebespoke “one-offs” and short-run productionquickly and cost-effectively, avoiding thetraditional artwork and set-up costs normallyassociated with traditional print anddecoration methods. Also, the process comesinto its own for the increasing number ofevents, projects, shows and field tripsorganised by schools, where the demand forprinted products is increasing but the ordersize is lower. The overall demand for quickerturnaround with increasing requirement forfull colour, or even photographic imaging, isapparent to TheMagicTouch. So, by ensuringall the relevant departments in schools aremade aware that they could have any product

produced with no minimum, and the ability tohave a sample for evaluation without thetraditional set-up or artwork costs normallyassociated, is an attractive prospect.

TheMagicTouch has a clear missionstatement, which is to create and develop newproducts and ideas that offer marketableproducts and applications, something it doesvia the help of two full-time chemists at thecompany’s head office in Dieburg, Germany.One such development helping the companystay at the forefront of the game is its newWoW7.7 for garment decoration, which Nicoldescribes as a real “game-changer”. The newtransfer process offers a multitude ofpotential, creating notable interest from theschool sector due to the ability to individuallypersonalise school leavers’ hoodies.

TheMagicTouch has been recognised overthe years with various industry awards forinnovation, gained ISO recognition andmaintaining consistent reputation forcustomer service and support. With over half the company’s staff having almost 20years’ service, the company seeks to offerstability and clear direction in a complextechnology industry.

“To this day we still have over 50 clientswho have traded with us for over 20 years,”says Nicol. “Back then the technology wassimple – you could only print on white colourtextiles – whereas today, we can decorate anycolour textile or garment plus a host of non-textile products and applications. Wenever have, and never will, consider ourselvesto be the total solution, but we are a ‘risk-free’ piece of this personalised andproduct decoration jigsaw.”

January/February 2014 67� � �

0: 9 London, 020 7351 3077, www.9london.comA: Aden + Anais, 020 7801 6279, www.aidenandanais.com • Adore Baby, 0141 644 4565,www.adorebaby.com • AliOli Kids, 020 3286 1451, www.aliolikids.com • Alphabetty Designs,01892 670968, www.alphabettydesigns.com • Angels and Fishes, 01604 710851,www.angelsandfishes.com • Angel’s Face, 01732 823700, www.angels-face.co.uk • Annafie,020 7602 3850, www.annafie.com • Aravore, 020 8347 5752, www.aravore.comB: Baberoo, 07985 747660, www.baberoo.co.uk • Bambam, 01442 248103,www.finestforbaby.co.uk • Bamboo Baby, 07771 933045, www.bamboo-baby.com • BeatrixNew York, 01264 782665, www.beatrixny.com • Becky Baur, 07890 452268,www.beckybaur.co.uk • Belle & Boo, 0117 924 6382, www.belleandboo.com • Ben Sherman,01992 538003, www.flyersclothing.com • BillieBlush, 020 8964 8605, www.groupecwf.com• Bluebird, 01442 824489, www.bluebirdshop.co.uk • Boboli, 0034 937982000,www.boboli.es • Bobux, 07808 730176, www.bobux.co.uk • Bonnie Baby, 01273 227779,www.bonniebaby.co.ukC: Childs Farm, 01264 736772, www.childsfarm.com • Chipmunks, 01925 710110,www.chipmunksfootwear.co.uk • Cololo, 07715 355393, www.cololo.co.uk • Cottonbaby,0035 8505016198, www.cottonbaby.co.kr • Country Kids, 01883 740066, www.cksox.co.uk •Cute Cute, 07595 171671, www.cutecute.com • Cute Graffiti, 020 8350 8916,www.cutegraffiti.comD: Dainty Dizzy, 07815 146313, www.daintydizzy.co.uk • Danco, 020 7613 5076,www.dancofootwear.com • Didriksons, 01275 390451, www.didriksons.com • Dimity Bourke,0061 280956462, www.dimitybourke.comE: Elks & Angels, 07985 747660 www.elksandangels.com • Emel, 0845 463 8757,www.emelshoes.com • Emile et Rose, 01392 677555, www.emile-et-rose.co.uk • Ergopouch,01444 628192, www.ergopouch.co.auF: French Connection, 01992 538003, www.flyersclothing.com • Frugi, 01326 572828,www.welovefrugi.com • Froddo, 01727 760101, www.kidsnewshoes.comG: Ginger Ray, 0845 680 2975, www.gingerray.co.uk • Gnu Brand (Lemon Loves Lime &Lemon Loves Layette), 0016 302607885, www.lemonloveslime.comH: Hatley, 0015 142728444, www.hatleynature.com • Hokolo London, 07711 698689,www.hokolo.com • Hugo Boss, 020 8964 8605, www.groupecwf.comI: Ipanema, 01992 701832, www.ipanemaflipflops.co.uk • Isbjorn of Sweden, 0046 762244890, www.isbjornofsweden.com • I Love Gorgeous, 01748 822055,www.ilovegorgeous.co.ukL: Label Lamb, 07837 573284, www.labellamb.com • Lelli Kelly, 0039 05834311,www.lellikellykids.co.uk • Less Is More, 07515 753801, www.lim-clothing.co.uk • Lilly + Sid,07789 397092, www.lillyandsid.com • Little Bu, 07771 365457, www.iluvlittlebu.com •Littlechook, 07710 168935, www.littlechook.co.uk • Little Eleven Paris, 020 3137 3503,www.elevenparis.com/en • Little Jalo, 0046 709529710, www.littlejalo.com • Little Joule,01858 435255, www.joules.com • Little Marc Jacobs, 020 8964 8605,www.groupecwf.com • Love Boo, 01924 370240, www.loveboo.com • Love Frankie, 07940421812, www.lovefrankie.com • Love Soap, 07773 767792, www.lovesoapltd.co.uk • LucasFrank, 0870 050 2580, www.lucasfrank.com • Lucy Peach Slice, 07798 771739,www.lucypeachslice.comM: Marmalade & Mash, 07850 897304, www.marmaladeandmash.co.uk • Maud N LilOrganic Cotton, 01295 810008, www.maudnlil.com.au • Maxomorra, 07598 322393,www.maxomorra.com • Milestone Press, 07503 403730, www.milestonepress.com.au/uk •Milk & Biscuits, 0086 15901660226, www.milkandbiscuits.com • Mimo, 07733 266055,www.mimokids.co.uk • Mini A Ture, 020 7348 7316, www.miniature.dk • Miniseri, 020 31373503, www.vida-kids.co.uk • Mischka Aoki, 07872 163682, www.mischkaaoki.com • Molo,07718 987756, www.molo-kids.com • My Little Baby Rock, 0097 2544880459,www.mylittlebabyrock.comN: Nature Zoo, 0045 29723829, www.naturezoo.dk • Nikolia, 0037 065953500,www.nikolia.ItO: Olang, 01787 881147, www.olang.co.uk • O’Neill Footwear, 07795 622982,www.oneill.com • Organic Children, 01403 740350, www.greenpeople.co.uk • Oyu Moyu,020 7183 9301, www.oyumoyu.comP: Paglie, 0049 2236383090, www.paglie.com • Petasil, 0035 1225074153,www.petasilkidsshoes.com • Pigeon, 01865 379230 www.pigeonorganics.com • Pippo, 0191246 1474, www.pippofootwear.com • Piupiuchick, 0035 1913497102, www.piupiuchick.com• Podlers, 01234 240440, www.pod-footwear.com • Pop Cutie, 07900 187669,www.superkidsandco.com • Poppy, 01642 790000, www.poppy-children.co.uk • Primigi,07971 190446, www.primigi.comR: Rachel Riley, 020 7935 7007, www.rachelriley.co.uk • Ricosta, 0116 259 7427,www.ricosta.co.ukS: Sara Lowes/Animalesque, 07599 160674, www.saralowesstudio.co.uk • Snuglo, 020 83478363, www.snuglo.com • Start-rite, 01603 595200, www.startriteshoes.com • Sticky Fudge,0027 0871514883, www.sticky-fudge.com • Sture & Lisa, 01832 776588, www.stureolisa.se• Stylesight, 020 7613 6280, www.stylesight.com • Sunproof, 01460 258040,www.sunproof.co.ukT: Toby Tiger, 01903 766777, www.tobytiger.com • The Fableists, 01376 562846,www.thefableists.com • Their Nibs, 020 7101 0351, www.theirnibs.com • The Little Tailor,07795 022952/ 07766 734156, www.thelittletailor.com • TheMagicTouch, 01582 671444,www.themagictouch.co.uk • The National Weaving Company, 01834 861446,www.nationalweaving.co.uk • The Square Card Company, 01305 458786,www.kalistileman.co.uk • The Typecast Gallery, 01202 849566, www.thetypecastgallery.co.uk• Trunki, 0117 954 2781, www.trunki.com • Tutu Du Monde, 07868 039843,www.tutudumonde.com V: Vevian, 07783 975155, www.vevian.comW: Wild Things Funky Little Dresses, 07976 697435,www.etsy.com/uk/shop/wildthingsdresses Y: Young Soles, 07515 369391, www.youngsoles.co.ukZ: Zippy, 01625 540249, www.zippysuit.com • Zoobug, 020 7253 2527, www.zoobug.com

January/February 201468 cwb-online.co.uk� � �

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Showrooms will be held in Leeds, Manchester andLondon for further info contact Bib SohelTel 07850 754 853email bib.sohel@sky.comDESIGUAL, FORE!! AXEL AND HUDSON, LEMMI,BEBE BY MINIHAHA, DARCY BROWN,SUGARLOAF KIDS, MINI VANILLA, MINI ZZZA diverse selection of highly desirable brands for UKindependents and stores from baby to 16yrs.European distributor for Fore!! Axel and Hudson.

NORTH EAST

Weldon Agencies, Carr House Business Centre, Carr House Lane, Bretherton, Lancashire, PR26 9ARTel: 01772 603912 Email: barrieweldon@btconnect.comwww.weldonagencies.co.ukNO NO, S & D LE CHIC, DEUX PAR DEUX,ABSORBA / CONFETTI, BOBOLI, POM POM,FUN + FUN, FOQUEEstablished for over 25 years, two generations, coveringall areas of the UK. Representing leading brands fromEurope and Canada, catering for boys and girls 0 to 16years. Styling from contemporary to traditional.

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The Old Barn, Shurnhold Farm Business Park, Bath Road, Melksham, Wiltshire SN12 8DFTel: 01225 700699 Mobile: 07785 290154Email: Monique@vanhuizen.co.ukWeb: www.vanhuizen.co.uk www.oililybag.co.ukMIM-PI, PAGLIE

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5 Evelyn Grove, Ealing, London, W5 3QGTel: 0208 992 0552 Mobile: 07860 230918Fax: 020 8993 6568Email: Nigel.Ross@btinternet.comWeb: www.minizzz.comCATYA (IT), MINIZZZManufacturers’ and Distributors’ Agent - Northernand Southern Home Counties, including LondonPostal districts. NCWA and APSA member.

Bizspace Business Centre, Unit 203, 4-6 WadsworthRoad, Perivale, Middlesex UB6 7JJTel: 020 8567 2384 Mobile: 07971 190446Fax: 0800 007 3359Email: skylineagencies@gmail.comPRIMIGI SHOES, FALKE & BURLINGTON SOCKSAND TIGHTS, GIESSWEIN HOME SHOESCovering the whole of the UK with London basedshowroom and offices.

19 Addison Grove, Chiswick, W4 1 EP Tel: 078 5550 9069 Fax: 02081816458Email: shoes@breitensteins.comclothes@breitensteins.comANGULUS AND BOBUX SHOES, CLOTHES FROMCHRISTINA ROHDE, MILIBE, VER DE TERRE, FUB CHILDREN’S WEARAn agency representing classic, stylish andcontemporary Danish children’s clothing and shoebrands. Plus the best baby shoes from New Zealand.

Unit H7 & H7a, Capital House, 2 Michael Road, London SW6 2ADTel: 0207 348 7316 Email: info@solobi.co.ukWeb: www.solobi.co.ukMINI A TURE, TOFFEE MOON, LILLE BARN, AYA NAYASoLoBi represents modern high quality children’sbrands with a playful attitude and sharp attention todetail. Offers very good and transparent service.

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MIDLANDS

40 Bedford Street, Belfast BT2 7FFTel: 0044 28 90236330 Fax: 0044 28 90236330Email: nuala@mckenna.orangehome.co.ukEMILE-ET-ROSE, KANZ, LILLY & SID, HATLEY,LOFFF, STEIFF, STARDUST FIRST COMMUNIONDRESSES, FIRST OCCASION CHRISTENINGWEAR, TORRES DRESSESHigh quality children’s fashions for babies, boys andgirls up to 14 years - specialising in occasionwear.Showrooms in Belfast, Dublin, Cork & Limerick.

IRELAND

Roccapina, 8 Pembroke Close, Thrapston, Northants, NN14 4XJTel: 01832 776588 Fax: 01832 730188Email: sales@roccapina.co.ukwww.roccapina.co.ukLA QUEUE DU CHAT, BABINÉ BB, STURE&LISAAgency representing high quality European brandsoffering classic, colourful and chic collections forages 0-14 years. Covering the whole of the UK.

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