Portwest’s Future Strategy: Fashionising Workwear – Threading The Needle

Portwest- should they further pursue the leisurewear / workwear market or should they focus on expanding the current range? Portwest is a global manufacturer and innovator of workwear, safetywear and Personal protective equipment (PPE) and one of the fastest growing workwear companies in the world. Recently, the company launched an “Inspired Workwear” collection targeting the leisurewear/workwear market. It is a departure from their traditional markets where their acquisition strategy has seen Portwest rapidly gain market share. Management are concerned that this new departure may take resources from the core business of Workwear and dilute key resources.