Xpert Workwear
Turning a traditional workwear brand into a multi-channel business with national reach.
When a business has been doing one thing well for years, the temptation is to just do more of it. But Xpert Workwear needed more than volume, it needed channels, systems, and a brand people could connect with.
Challenge
Xpert Workwear had a product that was doing well. But it didn't have a brand. Not really.
Less than 40% of revenue came from own-brand products. Instead, the business was reselling other people’s work. The original model was functioning as a distributor with a logo, not a brand customers chose.
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Access to retail stores across Northern and Republic of Ireland, but Xpert was still a secondary thought to the company. Functional. Promising. But not the focus.
The business was growing, but the market was changing. Customers were buying differently. Competition was building brands, not just selling products. And Xpert? Still a handful of products, sold as a secondary rather than a primary.
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The question wasn’t ‘how do we grow?’ It was ‘how do we become a brand people actually choose?’ How do we shift from 40% own-brand revenue to something that looks like a real business? How do we stop being invisible in our own category?
Goal
To turn a distributor into a brand, we needed to rebuild the foundations. Not just marketing. Not just products. The entire infrastructure, mindset and focus.
The business model needed to shift. Stop operating like a distributor, start building like a brand. That meant developing product lines Xpert owned, not just products it sold. Building depth in categories that mattered instead of spreading thin across everything available.
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Multiple revenue channels needed to work together. Direct-to-consumer alongside B2B. Amazon presence that didn’t cannibalise retail partners. Systems that let different streams strengthen each other instead of competing for the same customer.
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The brand positioning needed clarity – what Xpert stands for, who it serves, why it matters. Campaigns needed to work across trade, retail, and consumer audiences. Xpert needed to be visible in a category where most competitors stay invisible.
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Digital infrastructure needed to support a multi-channel operation. Not just websites and ecommerce – systems connecting retail, direct, B2B, and Amazon into one coherent business. Physical retail locations needed to become brand assets, not just distribution points.
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And the brand needed meaning beyond transactions. Purpose. Depth. Something that turned Xpert from a product people need into a brand they choose.
Result
This wasn’t a rebrand. It wasn’t a marketing campaign. It was an overhaul, building the infrastructure for a modern workwear business focused on the people who work in agriculture.
We shifted the business model from distributor to brand. Moved own-brand revenue from under 40% to over 90%. Built product lines customers actually wanted instead of just reselling what was available.
Launched direct-to-consumer channels alongside B2B relationships. Built out Amazon presence to meet customers where they’re buying. Created systems that let us serve trade customers, retail partners, and end consumers without the channels cannibalising each other.
Refined positioning to move beyond ‘workwear supplier’ into a brand customers choose. Built national campaigns that worked across trade, retail, and consumer audiences.
Made Xpert impossible to ignore in a category most brands treat as invisible.
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Created the digital infrastructure a multi-channel business needs. Not just a website – a system connecting retail, direct, B2B, and Amazon into one operation. Improved the retail experience across our network.
Made it easier for customers to find what they need and understand why it matters.
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And we gave the brand depth beyond transactions. Launched the Xpert Foundation. Built campaigns with meaning. Turned Xpert from a product you buy into a brand you choose.
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