Dickies the internationally renowned workwear brand is delighted to announce Rupert Cox, the Chief Executive of Somerset Chamber of Commerce will officially open the refurbished store on Saturday 24th November at 10am in Second Avenue, Westfield Trading Estate in Midsomer Norton.

Maurice Morton, Sales & Marketing Director at Dickies commented: "We had reached a stage where our product portfolio had expanded to such an extent we were only able to keep a limited range for sale in our Factory Shop. We now have more hanging and storage space within the shop offering a much more varied range and depth of product. We have had a total new refit using bespoke shop fittings that have been designed, supplied and fitted by Frontline.

“We have put over £100,000 into the store which is an enormous investment which is some five times more than the original shopfit that was carried out in 2007 when the Factory Shop was re-sited within the original warehouse space at Second Avenue.”

The design reflects the evolution of the Dickies brand through workwear to streetwear, inspired by industrial materials synonymous with the trades, including scaffolding, concrete, pallets and paneling, and reflective of hardworking, hardwearing apparel. The refit gives Dickies the opportunity to create a concept store environment, showcasing the wider product range supported by floor to ceiling lifestyle graphics.

In addition, the rejuvenated store also has newly merchandised solutions to health and safety at work accessories such as head and hand protection enable the customer to browse and identify their work place needs. There are also two wide screens TV loaded with various Dickies videos and offers. On the day there will be lots of special offers for customers including: free pair of socks with any footwear purchase over £25, free beanie hat with any jacket purchase and a free goody bag for every customer. Rupert will also be cutting a large Dickies cake on the day.


• For more information on all safety workwear from Dickies, visit: www.dickiesworkwear.com or www.dickieseurope.com

For media enquiries relating to this press release, please contact Tracey Treanor at Chicane on 01753 650 004 or  e-mail tracey@chicanemarketing.co.uk

Chicane is an established PR agency with a particular specialism in the automotive aftermarket and the motorsport industry.
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