Trends & Features

Nick Smith, Samurai Sportswear’s retail sales manager, talks us through the brand’s offering

Can you give us some background on the brand
The Samurai Sportswear brand has been synonymous with custom-made multisport kit and training wear for nearly 20 years. The attention to detail and eye for quality that was born creating rugby kits has now transferred beyond the made-to-order market, with exciting retail developments to come in 2015 and beyond.

Around the world Samurai kits are worn in almost every sport, including international rugby, elite hockey, cricket and netball, as well as an increasing number of colleges, schools and universities.

From competition-fit rugby shirts to PE kits for schools, from cricket whites through to retail hoodies, all our garments are manufactured in our factory in China. We directly employ some of the most skilful and versatile garment technicians to ensure every garment is manufactured to the same high standards.

Who are the ranges aimed at?
Our retail ranges contains a selection of products, from replica shirts that support our elite clubs through to specifically designed playing, training and leisure wear that is perfect for team wear or individual retail purchases.

Whether it is the launch of our brand new cricket team wear products, sold exclusively through retailers, or a sports fashion-led range that supports our close relationship with The Army Rugby Union, there is potentially something for everyone.

Our garments are manufactured in the same way, regardless of the quantities they are produced in, therefore our retailers can have confidence that the garments they sell will not just look good, but will also perform time after time. We like to think our ranges have been inspired by sport, but designed for life.

Key features and benefits?
The Samurai logo on all the garments we manufacture stands for the same standards as it always has done – eye catching, high quality garments with immaculate finishing and styling details worthy of a premium brand.

Working with our experienced team of designers, together with our elite partners we are creating exciting new collections that provide the perfect combination of performance, fashion-led design and market-led appeal.

How are they marketed?
Our garments are marketed on not just their quality and design, but on the story behind the Samurai brand. We are proud to be an independent British sportswear business and we believe the passion we put into our products is the strongest marketing tool that is out there.

The ambition for all our garments is to capture the customers’ imagination. Whether that be because of innovative products that fill a gap in the market or because they tap into the public’s consciousness, like the army rugby poppy shirts for Remembrance Day that have proved so popular over the last five years.

On television, our elite performance partners give the Samurai brand visibility across a wide range of sports and our new website gives a far wider coverage of the garments we offer and the breadth of our product range, with social media playing a key role in allowing us to communicate our new releases and innovative designs.

Why do they sell so well?
With a UK warehouse to complement our own factory in China, the availability of stock from Samurai is straightforward. In addition, Samurai products offer strong retail margins and excellent value for money.

Our team is passionate about sport and all our garments are engineered to meet the specific needs of the modern day athlete, with the highest level of functionality, comfort and durability, plus cutting edge designs. We know customers who wear our products wouldn’t accept second best on the pitch and we work hard to ensure they don’t have to settle for second best with their kit.

What’s the most effective way a retailer can market the ranges?
The simple answer is by being involved with the exciting plans for 2015 and dedicated retailer support available from Samurai Sportswear – now is the time to get in touch.

Having a dedicated network of high quality retailers that can support the Samurai brand is hugely important to us and the traditional high street sports retailer is perfectly positioned to offer the same outstanding service our reputation has been built on.

For more information call 01508 531010 or email Alternatively, visit

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