Brett Birkill, 38, is from Melbourne, Australia. He started his workwear apparel business, Prime Mover Workwear, in 2004. Prime Mover is Australia and New Zealand’s fastest-growing workwear brand, servicing a reseller chain of over 2000 stores and employing 50 staff in 3 countries, controlling everything from source management to sales staff and distribution. Prime Mover Workwear is a brand sought after in the booming safety and workwear sector and has experienced sales growth in every year since its inception in 2004.
Starting the Business
Q: Where did the idea for your business come from? Where were you in your life and career?
A: I have two generations before me in the clothing trade. Both my grandpa and parents chose the clothing industry as their profession, so from the outset I was exposed to clothing. However, fashion was not of huge interest to me. In the early 2000’s there was a huge growth in Europe, especially the UK, for Hi Visibility clothing and in particular government sectors such as police, fire, and ambulance were wearing hi visibility workwear extensively. At the time Australia had not reached these levels and it was more navy and khaki that made up the typical work uniform. It was clear that this was going to change and a new wave of workwear would soon hit Australia and New Zealand. A range was designed and sampled, our first sales rep in Melbourne employed and Prime Mover Workwear was launched.
The inkling proved correct and the industry is now well in excess of $1bil per annum and has seen a massive rise.
Q: What was the biggest challenge you faced when starting out?
A: Prime Mover Workwear started with 12 styles, 0 customers, 0 forward orders and 100% determination and passion to succeed.
The biggest challenge was trying to convince all of our potential resellers that Prime Mover had something different, something special and that we were HERE TO STAY. Many established stores we were trying to sell to had seen many businesses come and go, so they needed to feel comfortable that we were the real deal and not another flash in the pan. We are proud to say that from the very first trading day 19/4/2004, Prime Mover Workwear has delivered product to our loyal customers each and every day.
Apart from these early market penetration challenges, financing and cash flow was very challenging. History shows that Prime Mover Workwear grew quickly and affording growth can often be difficult. This was managed and controlled without ever selling any of the business to do so.
Lastly, we found we were attacked daily by our larger competitors at the time. What that did was drive a fierce determination into our bellies and make us even more passionate and desperate to succeed. I thank Prime Mover’s original competitors for kicking us as it has formed who we are today.
Q: What is the one thing you know now that you wish you knew when you started the business?
A: You’re going to make a lot of mistakes, but don’t worry because every time you do you learn a great deal and grow as a person and improve the business.
Specifically, get a great lawyer and accountant on board from the start. People you can trust and seek advice from.
Q: What would you consider your first big success in the business?
A: When we started out many people told us that we wouldn’t succeed, that we were crazy to start such a business. In our first full financial year (2005) we turned over in excess of $1m. This milestone was particularly sweet given the ‘warnings’ we’d had at the start.
Another great moment was reaching our goal of 100 resellers, which at the time was across two states. It was a gratifying and significant success. Today we sell to more than 2000 registered resellers however reaching the first 100 stores was particularly rewarding.
Q: What is the toughest thing about getting to the top / staying on top in your industry specifically?
A: Prime Mover Workwear now sits at the top of privately-owned workwear brands in Australia and New Zealand. We do however have competition from some larger public company brands. We now see many fighting from below us to try to take our spot but at the same time we see pressure from above. Having these two scenarios has allowed me the privilege to be able to see and feel competition from all angles, however it is staying on top that is the most challenging. Looking ahead is easier as you can see what the competition is doing above you, view their movements, think of ways to combat what is known in the market place. However, from the other side, competition is doing the same thing back and planning ways to be better than what we are.
So the challenge lies in continually improving, developing and becoming better each and every day. This constant improvement makes it hard for others to challenge, as to be better they need to improve more, develop more and take bigger risks to jump ahead. Yes, competition from below is challenging and often unknown, but it also helps to form a vital part of what we are and how we must act day in, day out.
The Future
Q: Where do you see your industry heading in the next 5 years?
A: The industry of workwear including PPE (personal protective equipment) and safety clothing (much being hi visibility) is continuing to grow and develop. As the world continues to become safer, or at least place more emphasis on safety in the workplace, workwear has moved from a discretionary spend to a must have. Companies big and small from mining to construction to warehousing and beyond all must show a level of care to their employees and as a consequence workwear is growing. Many of the ultimate end consumers of the product have much to lose by not purchasing a premium workwear product like Prime Mover Workwear. A day where a site is closed down, or a halt in production due to an industrial accident can cost millions in lost revenue.
Product types will continue to develop, fabrics will become more diverse and certain sectors will demand more. Prime Mover Workwear is in a brilliant position to continue with this development due to our staff overseeing the entire production process from the beginning. The future is bright and buoyant for this sector and industry.
Q: What do you plan on doing / changing in order to keep growing in this time period?
A: New products –
Prime Mover Workwear continues to develop new items and introduce these into our range. By doing this we open up new markets and specific sectors. An example is the food production industry. A recent development has seen specific food production-related products developed by Prime Mover to take into account the demands and requirements of a particular industry sector.
New markets –
As well as developing further items, Prime Mover is continually looking to expand our distribution base and this is not limited just to Australia and New Zealand. New emerging market such as West Africa are now being sold to and these expansion markets open up new opportunities and growth channels.
Better marketing and online presence –
Prime Mover also has a keen eye on marketing and like all sectors we have a clear plan to develop this sector further. Our online offering is getting better and will be a key factor in continuing our growth. Specific product videos, further website developments, multiple upgrades in our ordering systems and overall integration are important and ongoing.
Q: What does ultimate success look like to you? How will you know when you’ve achieved it?
A: Prime Mover Workwear has a drive and passion to be part of the process that saves lives at the workplace. In order to do this effectively we need to distribute our product to as many end user businesses as we can via our distributor base. To date we still have more to do and many more workers to touch with our product. When we see Prime Mover Workwear in all areas and industry sectors, more so than any other brand, our task will be complete.
Q: What do you think will be the biggest challenge facing entrepreneurs in the near future?
A: I meet a lot of people who have good ideas for new businesses, however the old Thomas Edison adage is true; Genius is one percent inspiration, ninety-nine percent perspiration. Some wanna-be entrepreneurs today believe all they need is a good idea. They don’t realise how much work lies ahead. Actually making money from a good idea can be very difficult. The media is full of ‘overnight success stories’, which mislead people.
Competition is also fiercer in this global village world of ours. You might have a great idea, a sound business plan and manage to get it off the ground, but before you know it there’ll be twenty imitators biting at your heels.
Q: What one piece of advice would you give to someone just starting out in your industry and wanting to make it to the top?
A: For start-ups here are some quick tips –
1. Live by the motto that passion, confidence and a never-say-die attitude will beat all obstacles. Understand that fear is something that makes the weak stop and strong succeed. We all experience fear but many let that fear finish them before they start.
2. Ensure your plan and budget is profitable and be in love with what you are doing.
3. Involve yourself in the promotion of your business as nobody else will have as much passion as you do.
4. Offer great service. By doing what you say you will do will ultimately see your business stand out from the rest. It is amazing the amount of businesses that simply can’t deliver or service what would be classified as ‘standard’.
5. Understand the market yourself through research or employing consultants. Once you are confident yourself, place key people in positions that you can build a team around.