Images October 2019 Digital Edition

www.images-magazine.com 46 images OCTOBER 2019 IS BRAND PROFILE Pullover Hoodie (NX9300) is especially noteworthy: tapping into Next Level’s background in the skate and surf clothing market, it was inspired by California beachwear and features a heathered fleece in heather colours and a soft and fluffy feel. For the UK and the rest of Europe, the initial range comprised 20 items for this year’s launch, which represents about a fifth of Next Level’s full product line- up. “We started with what we knew a lot of customers told us they will buy,” Eric says. “We knew we could not bring everything at the start. We wanted to make sure we could service it. The next thing for us is to find out what else customers want. We don’t want to be those Americans who assume that they know it all.” Popular styles from Next Level include an American retro look, using a natural colour base that gives an aged or 1970s washed-out look. “It is very classic,” Eric says. “You can almost hear the old records playing in the background. It evokes an emotional attachment.” The sueded fabric is a great differentiator for the brand, he adds. “When I show it to customers, they say the sueded T-shirt is phenomenal.” Next Level’s classic 100% cotton jackets, hoodies, sweats and fleeces from across Next Level’s collections. “Eventually the UK and European market will have a lot more [choice] – close to everything we have in the States,” Eric says. He adds that, following recapitalisation with private equity firm Blue Point Capital Partners a year ago, Next Level Apparel will continue to expand and invest, with Joe at the helm as CEO. Innovation will remain key: “We are always looking at our fabric resources and what people have developed.” Working with PenCarrie, Next Level hopes to build the same kinds of strong relationships that it has in its home market. “We like the business- to-business model,” Eric says. “It’s not just ‘make one and run’. It’s personal. It’s based on relationships and service. It’s about consistency and excitement, bringing the right product and servicing it well and supporting customers and distributors so they have the knowledge to sell that product themselves.” With stock now available in the UK, the brand is inviting PenCarrie’s customers to join it in taking the imprint market to the next level. www.nextlevelapparel.com www.pencarrie.com T-shirts have proven to be a “big staple” in the UK market as in the US. “They have a large range of sizes and colours. At face value, there is nothing spectacularly different [about them] but, once you’ve got to know them, they become your favourite.” Relationships and service Eric and Next Level’s head of sales, Mark Seymour, have been back and forth to the UK several times this year with other members of staff to support PenCarrie’s team in getting to know the brand. With its own 28-year heritage, the Devon-based distributor, which stocks over 90 of the industry’s top brands for the promotional decoration and resale markets, has plenty of expertise in helping to launch new brands and product ranges. Yet Eric recognises that, for many prospective customers in the UK, Next Level is still little known. “Much of the market has had a lot to learn about us. They may have heard of us before or seen the brand but not known about the range. Once we came out, the reception was great. It’s still early on, we are still proving to people what we can do. It’s just a matter of time.” New products are due to be added to the UK line-up later this year, including The brand has introduced 20 styles to the UK, with more to be added later in 2019