Pauline May matures in mature fashions sector
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A West Yorkshire-based mature fashions business unique in its specialist market sector remains on track to establish a nationwide franchise operation.
Pauline May, the UK’s only dedicated manufacturer and supplier of clothing, footwear and accessories to the elderly, has already established an eleven-strong network of franchisees across the country since the expansion programme was launched in January this year.
Now, following a first-ever presence at this month’s high profile Birmingham Franchise Exhibition, which resulted in over 100 solid new business enquiries, Pauline May reckons its vision of having 35 franchises operational by this time next year – and the 110 available throughout the UK in place by 2007 - is well on course.
Based in Keighley, the business is the brainchild of local woman Pauline Sargeant, from Haworth. She established Pauline May in 1991 - virtually penniless, but with a dream and drive to supply fashions specifically for the elderly and less able-bodied.
“I had for long realised that clothes for older people were not as easy to find as readily available younger fashions. They were the forgotten people and I recognised that there was a whole new market place out there,” recalls Pauline.
Armed with a £1,000 bank loan, she set up shop in a single garage at her home in Keighley, initially targeting existing contacts at local nursing and residential homes, to whom she previously sold mattress covers.
That’s where it all began. From little acorns, Pauline May has developed a thriving business empire, a one-stop-shop for mature ladies and gents – on track to achieve its £1 million turnover milestone next year.
While care homes continue to figure prominently in the company’s remit, Pauline May has also developed and diversified to established a thriving national and international mail order catalogue operation, party plan business and, latterly, the fast-developing franchise network.
Pauline May now employs six-full time staff, has an “Aladdin’s Cave” retail outlet in Worth Way, Keighley, along with two warehouses in the town – and a urgent need to locate new, larger premises locally in order to facilitate current and future expansion plans.
“You could say we’ve come from garage to world market!” says Pauline. “Our design and manufacturing process remains unique to us, as does our own non-conventional 8 to 30 sizing system, suitable for people weighing from six stones up to 36 stones.
“All manufacturing is UK-based and we make 80% of ladies wear ourselves - cardigans, jumpers, skirts, blouses, trousers and dresses, nightwear, underwear and footwear.
“We also do menswear and while we do not make it ourselves at present, we are looking to bring manufacturing in-house. Because of the quality of our products, we are happy to offer a 100% money-back guarantee across all our ranges.”
Pauline Sergeant has herself designed a range of dignity dresses, highly fashionable, but with a back yoke and wrap-over panel at the rear, which have found a ready market among disabled and wheelchair-bound wearers, who simply need to pull on the sides of the dress to open it at the back.
“We are increasingly catering for specialist needs and next year will be introducing a new range of ‘easy access’ clothing for people who have had strokes or suffer from Alzheimer’s. A brand-new range of trusses is also in the pipeline.
“Over the years, we have received countless letters from customers saying: ‘At last someone is doing something for us.’ That makes us feel good, that we are doing things right and meeting a major market need.”
Pauline will next year concentrate on the development of the worldwide mail order business, while franchise director and company secretary Paul Atkinson has responsibility for the expansion of the franchise business.
He explains: “We already have successful franchise operations in parts of England, Scotland and Ireland, and are now actively seeking to maximise the potential of our franchise business in other parts of the UK.
“Our people deliver what is, to all effects and purposes, a mobile shop of our products directly into nursing and residential homes.
“Residents who cannot get out and about really appreciate this, while a lot of relatives who may not have time to buy clothing for their loved ones have commented on the value of our service.”
Success has not gone to the head of Pauline Sargeant. This down-to-earth Yorkshire woman’s commitment and drive to the original concept of supplying bespoke clothing and accessories for mature people remains unwavering.