The Totally Workwear business, its brand, and the unique franchise system at the core of its success, has recently undertaken
a total transformation. Delivering on a strategy designed to set solid foundations for sustained profitable growth. The launch of its refreshed brand in late 2023, provided the formwork to deliver a clear brand mission focused on Trade, Safety and Uniforms, with a strong slab then set by mixing in a customer value proposition aimed at inspiring Australian workers to ‘Love Your Work’. A suite of innovative eCommerce upgrades and digital platform solutions now bolster its omni-channel experience and provide an impermeable sealant to this solid foundational layer.
The team at Totally Workwear have continued doing things properly, not probably, in 2024, fast framing up their 90-store footprint with all new facades and delivering authentic brand activations that are reinforcing the networks leadership position in the Australian workwear industry and attracting the attention of new investors to the Wesfarmers owned, Workwear Group
operated franchise model.
“Substantial stakeholder engagement, time and investment has gone into the foundation setting phase of our strategic plan in recent years, the outcomes of which you are now beginning to see in market, as we deliver against the key pillars that will underpin
our growth ambitions”, said Head of Totally Workwear, Troy Yewdall. With solid foundations set, Totally Workwear now turns its attention to the sustained profitable growth phase of its strategic plan.
A bold future vision encompassing world class store design, CX and range architecture programs, alongside a series of digital
enablement initiatives designed to enhance system scalability and a network development framework supporting franchisees with
footprint growth.
“In constructing our strategic foundations and future state objectives around a culture centered on creating authentic customer
connections, we are also able to provide a robust return on investment proposition for our key stakeholders, investors and partnerss”, commented Troy.
As the business approaches 30, it seems the brand and its franchise system are just hitting its straps… perhaps the result of a strong
upbringing from its parent entities, where iconic Australian brands like KingGee are nudging 100 or possibly the influence of its
long-term franchise operators and the family like culture they have helped create at Totally Workwear.
Whatever the reason or influence, Totally Workwear clearly isn’t your run of the mill franchise system, it wasn’t born out
of a royalties for revenue box and doesn’t subscribe to over prescribing. It’s created trust through transparency and
seeks to support entrepreneurial endeavour from its franchise operators. A business where the people are humble,
hard-working, and honest, where they like a laugh and love their work.
