Navigating the Pitfalls of Rugby Kit Supply

Just 6 years ago, if you Googled ‘Rugby Kit Suppliers’, you could count the number of serious suppliers available on one hand. Do the same now and you will be inundated with possibilities. While it’s a blessing to have all of these options, it begs the question: how do I pick a decent one?

What happens to those who go bankrupt only to reappear a month later under the umbrella of a big brand? There must be a good reason why they are going out of business, such as an inflated cost base that is reflected in their prices. And do umbrella brands care much about customer service? Anecdotal stories would indicate that they do not. So are these companies you would trust with the club’s money and reputation?

Then there are the ones that show up overnight with a fancy website and a t-shirt designer. All shiny and full of dream kit promises. But what will the kit look like? If you are the buyer of the uniform, can you really trust them to deliver a uniform that will last you 2 or more seasons? Or, will your name be muddy within a few months of kit delivery? And, if things go wrong, will you get their support to make it right?

Of course, you could sign up for one of those nice three-year contracts. A free kit for the first team would make you a hero, very tempting. But you would be committing the club to 3 years of serious spending on the team and overwhelming the poor old minis and juniors with inflated prices. So if it was your own business, would you sign on the dotted line?

Sure, we could offer more examples of the pitfalls, but you get the gist: all that glitters is not gold!

So what does a good kit provider look like? Well, at the risk of stating the obvious, you need good quality, reasonable prices, and reliability/service. So let’s unpack this a bit:

Reasonable prices: Two things tend to force a supplier to operate with high prices. The first and obvious one is heavy overhead and the second is the need to fund shareholder dividends. Therefore, you are more likely to get the best deal from modestly sized owner-managed businesses. But also look for flexible shopping. With a variety of factories to choose from, a supplier will be able to secure competitive prices and offer flexibility in price and quality. From your point of view it will appear as a choice in the product range and price.

Good quality – Minis and juniors don’t really need as robust a kit as the seniors. They grow quickly and their kit is not subject to the same degree of rough treatment. So the definition of good quality changes as you move up the club structure. The first team definitely needs a different kit than the under-6s. So an important question to ask any supplier is: do they offer a variety of uniforms to meet the quality needs of the entire club? If the answer is yes, then start looking for the price dividend for the minis and juniors because it should be there!

Reliability/Service: Make no mistake about this business sector, margins are tight, competition is high, and as we have seen, companies have gone bankrupt. So you can’t always expect a ‘Harrods’ level of service because the providers can’t afford it. But there are a few who have realized that survival means offering a decent and honest service. To find these gems, simply ask the question: What could possibly go wrong with your kit supply, and how do you handle it when it does? His answer should tell you everything you need to know!

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