David Luke Group becomes The Parently Group

David Luke has announced it will operate within a new group structure to enable its portfolio of brands to realise their growth potential.

The name of the David Luke Group will change to The Parently Group, as the parent company to David Luke, Grass & Air and Juco. This name encapsulates the sense throughout all brands of family, kindness and a focus on a healthy future.

The family-centric principles of The Parently Group brand portfolio will underpin an ambitious growth strategy which will be scaled by increased focus on e-commerce and building brand awareness in consumer markets.

As the flagship brand, David Luke will benefit from a number of initiatives aimed at strengthening its position as
the number one retailer of eco-school uniform through its network of independent retailers and direct to consumer website. Plans also include a range expansion on Grass & Air and the fast-tracked launch of new activewear brand Juco to capitalise on a surge in outdoor family recreation brought about by the coronavirus pandemic.

Speaking about the decision, managing director, Kathryn Shuttleworth, reflected on the journey of David Luke over the past 38-years confirming it would remain the flagship brand for the business, but the new vision would offer its emerging brands space to grow.

She said: “For 38 years, David Luke has championed the people, customers, and suppliers it has encountered on its journey. The ethos of David and Adrian, the founding members, was about building a business that was strong
enough to withstand the competitive and economic environment for the long-term, while having a positive impact on all those it met along the way.

“This philosophy has continued, with the view that the business exists beyond the people currently leading it and that it should be kept  fit to evolve and thrive as the landscape around it changes. In 2016 there was a management buyout of the founders, and the new leadership formed the David Luke Group. The ethos from the early days has continued, and with the durability in mind, ethics at heart approach, the desire to create long-lasting products that help parents look after their children and their future, has guided all that we do.

“For David Luke, school uniform has been such a sharp focus and it has been a significant part of business growth. With new brands having now been developed, such as Grass & Air and Juco, along with a need to broaden the risk profile of the business, it is time to spread our wings wider, so we can expand into the world beyond school uniform alone. But we feel so strongly that the spirit of David Luke should continue to run through the whole organisation and its brands, that we are forming a group structure that captures the values and culture that has been so critical to the evolution of the business since it started.”

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