“Primed for disruption”: Cargo Crew founder talks acquisition, growth plans

It’s been a long road for Australian uniform brand Cargo Crew, but a recent agreement with Glow Capital Partners marks a significant milestone for the brand as it seeks to become a global powerhouse. As part of the arrangement, Glow obtained 51 per cent ownership of Cargo Crew, with the brand retaining full management control. 

Initially bootstrapped from a $2000 tax return, the family-owned brand was founded by Felicity Rodgers, who runs it with her sister Narelle Craig and husband Paul Rodgers. Cargo Crew specialises in custom-made uniforms designed for hospitality, retail, corporate and a range of other brands, and stands out in a competitive field by fusing fashion with functionality.

Felicity Rodgers told Inside Retail that Cargo Crew developed out of a fashion label she co-created straight from university. After winding up the label, she identified an opportunity to combine her passion for fashion and design with her experience in wholesale, and working with corporate and hospitality clients.

The brand has been in operation since 2002, with over 25 per cent of its online sales coming from overseas. Its new partnership with Glow Capital Partners is set to further accelerate its growth into new markets.

“The partnership with Glow Capital is the next natural step for our business,” Rodgers said. “We have an incredible growth opportunity ahead of us, so we welcome the expertise in scaling up and building a global brand that the Glow team brings.”

Glow Capital Partners co-founders’ Kate Morris and Justin Ryan – as well as associate director Alex Downie – will join the Cargo Crew board as part of the joint venture.

Modern take to uniforms

According to Rodgers, there have been a number of key milestones which have propelled the business forward. A major one was winning the national small business award from Telstra in 2015, which saw the telecommunications company invest in a TV campaign for Cargo Crew, significantly amplifying its brand awareness 

Cargo Crew also established an e-commerce platform in 2012, which ultimately led to the brand creating its own range of denim aprons to minimise pain points around customisations.

At that time, she said that uniforms were typically generic – involving polos or white shirts and black aprons. However, with design and control over this range, it was able to create a point of difference, which facilitated growth.  

Within four weeks of launching its online store, Cargo Crew went from being a Melbourne business servicing local clients, to sending orders out nationwide. A few months later, it had an international audience.

Over time, it expanded its range of customisable pieces that mix design and functionality. Its audience has also diversified, ranging from smaller businesses to large corporates and retail brands.

“We talk about our online store as a window to the world, and we now ship to over 80 countries,” Rodgers said.

“I think people resonate with the Australian aesthetic and quality product, and our clients want products that feel fun, have a pop of colour and make a statement.

“I think aprons were primed for disruption.”

Domestic and global plans

Rodgers explained that different companies had approached Cargo Crew over the years to discuss what a joint venture or partnership would look like. Despite it being on the brand’s radar, she said the brand never found the right fit.

However, about 12 months ago – as it was considering going to market with an investor – Glow Capital Partners contacted the brand to discuss a potential investment arrangement.

She said that a lot of meetings happened over a short period of time, with 51 per cent ownership a key part of negotiation. Also important was the fact that Cargo Crew was able to maintain full management control of the brand

“The way we see it is that Glow is a majority investor and a true partner. We have the autonomy to drive the business forward, but we have more great people to do that with,” she said.

Cargo Crew is now planning to formally enter the US market, with plans to establish an on-the-ground team and PR presence before moving stock. Beyond that, Rodgers said that there is the rest of the world to consider – including the prospect of a hub in Asia.

“We’re also a very Melbourne- and Sydney-based business, and we feel there’s more we could be doing in the other states nationwide. That’s a key part of our strategic plan over the next few years.

“Australia, the US and the rest of the world is what it’s all about.”

Becoming an iconic brand

Rodgers observed that the current trend is the uniform space is light and tonal colours, as well a relatively minimalist design. She added that there was also a strong desire among customers to be conscious of the fabrics they are buying, and to support brands focused on sustainability.

The latter has been a priority for Cargo Crew over the years. It introduced compostable packaging a few years ago, removed plastics within its product range and has taken measures to remove harmful substances and chemicals from its dyes and other materials.

The brand has also made strides with its end-of-life program to ensure that its garments don’t end up in landfill.

“Clothing production [is typically] not environmentally friendly or sustainable, but we need to be doing it in the most responsible way possible,” she said.

Rodgers also noted that the sale of uniforms has flourished in recent times as brands have opted for a more cohesive look.

“I think all brands really care about how they can provide the best possible customer experience – and a uniform plays a key part in how a brand presents itself,” she said.

“If we continue to innovate and form an exciting piece of the puzzle, then I see more opportunities for Cargo Crew to [become] an iconic brand – which is what we’re aiming for.”

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