Proviz, the premium British lifestyle sportswear brand specialising in high visibility and reflective sportswear, has announced the appointment of a new senior team and rebrand.
Known for its reflective technology, Proviz provides products for both visibility and performance. The business has reported growth and is expecting to hit over £10m this year, with a view to hitting £25m revenue target in three years.
The company adds that it has recently appointed a senior team made up of experts in their respective fields, all with the shared ambition of driving growth of the business even further as it announces a rebrand.
The senior team consists of:
- Chairman, Tim Patten (former executive board of TM Lewin and CFO Walker Hunter – previously Adidas);
- Head of Marketing, Sue Ritzdorf – previously Simba Sleep;
- E-commerce Manager, Justin Brown – previously Park Cameras, Head of Wholesale;
- Angus Williams – previously Pure Electric;
- Head of Product Design, Dan Craven; and
- Head of Customer Experience, Tracy Trew.
The Proviz rebrand includes the launch of a new website, built on PWA (progressive web app) technology to enable growth from both a technical and content standpoint. Proviz adds that it invested heavily into the rebrand, working with award-winning, brand creative, D2C ecommerce agency, WeAreEleven and Sane Seven as photographers.
The re-brand showcases a focus on the product, and technology within the product, for the brand to ‘shine brighter’.
Proviz has also recently appointed a new performance marketing agency, Open Partners, to look after media buying activities, with plans to drive efficient growth this year and expand into new channels such as TV, radio, digital and OOH (out of home) next year.
International expansion is one key target area of growth, with future plans to include expanding further in the USA and Canada, Germany and northern Europe.
Growth plans also see ambitious technical developments in place, with a goal to increase reflective subtlety in daylight, whilst maintaining the same level of visibility at night.
‘Proviz began its CRS range, leading to further developments such as the integrated reflective thread in the Explorer beanies, the iridescent print on the Explorer jackets and carbon black reflective print used in the soon-to-be released REFLECT360 Carbon running range.’
The brand is also looking to expand into newer markets such as e-bike and e-scooter clothing, as demand for both forms of transport continues to rise. Proviz looks to incorporate its signature reflective technology with more insulation for the less physically-demanding form of transport, as well as an opportunity to increase the level of style without compromising the functionality of the products.
As part of its advancement strategy, Proviz has recently completed a £5m investment into the business, including £2m from The Ravenscroft Group and £3m from existing shareholders and new private Investors.
Anthony Langly-Smith, Co-CEO of Proviz, said “In a post-Covid world, there is such a huge appetite for getting outdoors, combined with the huge investments governments globally are making into micro mobility and cycling infrastructures.
“The recent investment provides us an opportunity to really scale Proviz internationally, invest in our team and infrastructure as well as continue to innovate in this rapidly growing space.”
