Managing director Asif Patel said: “Whereas other jeans companies spend millions of pounds on advertising, we feel that large-scale investment in the plants will enable them to meet the needs of customers with regard to quality and price, and to respond quickly to fashion trends.”
The company has appointed a new sales manager and extra sales staff to ensure customers are served as quickly and accurately as possible.
The company has also formed a new design team to provide fresh looks for customers.
Although the plan is expected to take five years to complete, Patel said he was confident the changes would secure the company at least 15% of the UK denim market. Patel said the strategy would also include a marketing budget.