ONTHEGO Strikes a Deal With Wesfarmers

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By Published On: June 6, 20180 Comments

Wesfarmers Industrial & Safety subsidiary, Workwear Group (WWG), has acquired a stake in ONTHEGO (OTG), confirming the formation of a joint venture with the brand responsible for clothing AFL and Cricket Australia players.

The CEO of OTG, Mike Spencer, has confirmed a deal has been made between the customised uniform and sportswear e-tailer and WWG, saying the new partnership will help the company secure its position as a “disruptive” force in the uniform and sports apparel sector.

“This deal demonstrates that the market sees value in OTG’s digital disruption model. By bringing the OTG platform to the WWG we will be able to offer customisation and on-demand manufacturing, leading to an enhanced retail offer for their circumstances,” Spencer said.

Doug Swan, the CEO of WWG echoes Spencer’s enthusiasm, saying the deal is “a great opportunity for the WWG to disrupt itself and further enhance its position as Australia and New Zealand’s leading uniform provider”.

OTG and WWG will reportedly be working together to combine OTG’s digital experience with WWG’s strong heritage and textile expertise, to enhance the customer proposition of both brands, while also venturing into new product categories. The duo intends to house the new product lines under the brand “NNT Customised”.

Spencer says that sportswear apparel will continue to form the core of its business, but that the new partnership with WWG will see the company expand into new and exciting territory.

“We are expanding as an organisation and expanding into many other verticals, including uniforms, workwear and corporate wear,” Spencer said.

The new deal with Wesfarmers is another notch on OTG’s growing belt, as the company already has deals in place with well-known Australian brands, such as Cricket Australia, IRONMAN and the AFL, as well as LinkedIn, The ICONIC and UNICEF.

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