Working closely with us throughout out Apex rebrand, to create uniforms that define the new look, JSD proved that our two companies have a very similar ethos in the way we deliver on quality and style.
Scottish based Apex Hotels is an expanding company with a growing portfolio of eight 4-star luxury boutique hotels in Edinburgh, Dundee and London. The family owned operation approached Jermyn Street Designs in 2011 for a new hotel uniform design, as part of a complete interior design and rebrand programme, largely driven by family members.
The specification was for the design and manufacture of new uniforms for 600+ staff across all eight hotels – clothing for front and back of house, and housekeeping. Each area needed to incorporate specific brand features and answer ‘fit for purpose’ requirements. As important, the development of the new uniform had to reflect the contemporary interiors, with their cutting edge style. Apex Temple Court in London is the most recent of these hotels to open in March 2012.
As the brand development progressed through 2011, Apex gave us the new logo and a preliminary colour palette that linked to the interiors. Our JSD team went to visit many of the hotels and identified a series of further colours, which we incorporated into the final colour palette that worked against different backdrops and was approved by the Apex family board.
The clothing range we created takes a classic shape but with a modern twist. Aside from a shot of purple for blouses and shirts, it is a monochrome grey marl suit for men and ladies front of house, with black for housekeeping and maintenance. The colour is introduced through tipping and details, including inner linings. Food and beverage have a waistcoat, shirt and apron – all with the same colour theme introducing the shot of purple. We worked through two rounds of sampling and final approval.
The new uniform range was introduced across the group in April 2012 and quickly won accolades from staff and visiting guests. Previously, Apex Hotels had worked with a very small local Scottish supplier and experienced very long lead times, infrequent supply and poor support service levels. Before that, they were contracted with the largest supplier in the UK – where they had similar issues! As a medium size company, JSD suits us very well, they now say.
Apex particularly value the fact that – whilst they can hold stock at some of their hotels – they can also place orders ad hoc and JSD will immediately supply top-up stock from our own warehouse. This is not a service Apex could call on before. It is quite a challenge for JSD to forecast accurately so that we can constantly meet their stock demands – but it’s a challenge that we constantly meet.