Rugged new image for Simpers Outdoor & Workwear
Founded in 1883, Simpers are one of Cambridge’s most enduring businesses. The company has changed its focus in recent years and is now dedicated to supplying both public and trade customers with clothing and products for outdoor enthusiasts and a wide variety of specialist workwear.
Although still primarily known as ‘Simpers’, the company wanted to change the branding of its retail outlet in Mercers Row to ‘Simpers Outdoor & Workwear Store’ in order to reflect its core business. 'We felt that a new identity would be beneficial in attracting new customers,' commented Andy Houghton, Simpers’ Managing Director. 'The new identity should also allow us to grow the business and to take up new opportunities such as operating concessions within other stores.'
Simpers approached CBA Design & Marketing to undertake this important project. Mark Pentney, who led the project at CBA, said; 'We needed to find an icon that would cover both outdoor pursuits and workwear. The ‘bootprint’ graphic seemed perfect and could be applied to all areas of the business.'
The new identity has been applied extensively within the Mercers Row store. Internal & external signage and point-of-sale items are prominently displayed and there are plans to apply the identity to other areas such as printed literature, website and the livery on the company’s vehicles. 'We are delighted with the strong new brand that CBA has helped us to create,' enthused Andy Houghton. 'This will allow us to realise our plans for expansion and create new levels of awareness in the local area.'
Simpers stock a comprehensive range of outdoor products including clothing, footwear and camping equipment. The company also provides a wide variety of skiing clothing and footwear in winter. The workwear range includes clothing, footwear and safety equipment and the company also offers a service to add customer’s branding where required. A number of top brands are stocked instore including Dickies, Snickers, Vango, Regatta, Dr Martens, Ambler, Footsure and Dunlop.
Simpers actively encourage young people who wish to become involved in outdoor activities and offer special discounts on clothing and equipment for participants or group leaders. Activities supported in this scheme include the Duke of Edinburgh's Award, Scout or Guide activities and school skiing trips. Simpers stock everything required to make these outdoor adventures both comfortable and safe.
For further information on the services offered by Simpers Outdoor & Workwear Store, contact Retail Manager Simon Scarr via email: simons@simpers.co.uk or call him on 01223 351729.