Tailoring brand Double Two marked 75 years in business on June 4 and revealed that its strategy of targeting younger shoppers is bearing fruit.
The Wakefield-based firm, which was founded in 1940 and is run by father-and-son team Ricky and John Donner as chairman and managing director respectively, grew its turnover by 15% to £200m and doubled its profits in 2014.
Ricky Donner told Drapers this was largely thanks to the launch of sub-brand Old Salt, which targets male shoppers aged 30 to 50.
The range started as a small capsule collection for spring 14, but has grown to 50 pieces with up to 15 colours in T-shirts for spring 15. Wholesale prices start at £7.99 for a t-shirt and range up to £29.99 for a rainproof jacket.
“It’s a younger leisure range, with slimmer fitting jeans and chinos, as well as knitwear and Harrington jackets, and it has been taken up really well. It has been a major factor in the increase in sales and profits,” Donner explained.
The firm also introduced a slim-fit shirt range, featuring smaller collars and cuffs, for spring 15 to appeal to a younger shopper. Wholesale prices start at £10.99 for a plain shirt and go up to £15.99 for a dressy option.
“Other brands have grown older with their customers and in doing so have not picked up younger ones. We want to attract that younger shopper and we are working hard to explain that to the market,” Donner said.
Double Two has 1,000 stockists and 24 stores across the UK, in towns such as Grantham, Lincolnshire, and Perth.
Donner said: “We do not open shops on the same high streets where independent retailers stock our brand. But a lot of indies have closed down and if there is no longer a stockist available in bigger towns we need to open there to retain business.”
The business exports 42% of its goods internationally. A third of its turnover comes from goods produced for corporate use, including uniforms for the police, oil and gas company BP, St John Ambulance and the fire service.