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Often times a great business opportunity springs from the requirement to meet an internal need. This is precisely how Deerfield, Ill.-based Uniformity Incorporated, a public safety uniform and equipment dealer, got its start. Bannockburn, Ill.-based IPC International Corp. provides security to hundreds of shopping centers nationwide. In 2000, Howard L. Kaplan, president and CEO of IPC International Corp., recognized the opportunity to create a second separate company to serve the uniform needs of IPC International. By creating Uniformity Inc., IPC could take orders, process special needs and ensure a consistent look for the thousands of officers that work at the 400 IPC-supported centers across the nation. After establishing a model operation, Uniformity Inc. entered a second phase to expand beyond serving IPCs uniform needs. The decision was made to market Uniformity to all public safety professionals. Since that time five years ago, Uniformity Inc. has expanded to sell uniforms and accessories to public safety and security agencies throughout the United States, Canada and Puerto Rico. Uniformity attributes a portion of its continued growth to the increased number of pages in the printed catalog the company produces for police and fire departments. Uniformitys catalog has grown from 36 pages in 2001 to 100 pages in 2005 and will expand yet again in 2006. In addition to the wide breadth of product offerings, Uniformity boasts a high level of personal service and very competitive pricing. Those three qualities have helped earn the trust of a growing number of regional and city departments and agencies. Uniformity Inc. employs internal product customer service experts, outside sales representatives, warehouse staff, in-house seamstress operations, and purchasing and accounting departments. Due to Uniformitys Chicago-area location, its core business comes from the Midwest. Located off a major highway in an active office and manufacturing area in Deerfield, the current warehouse/showroom is a very busy place. Each day the store is visited by officers picking up orders, getting alterations or just checking out the newest offerings. Walking into the store, customers see all of the products nicely on display in its showroom. Uniformity Inc. has exceeded the markets expectations and earned the business of numerous large departments due to the attention to detail and level of service we offer, says Kaplan. One of the biggest compliments we receive is our direct attention to detail and the full line of services we can provide. Also, having the items in stock when customers place their order and shipping them out right away is key, says Stephen Mitchell, general manager. Weve been able to develop great relationships due initially to our pricing structure. But thats only half of the story. Attractive pricing can win some short-term sales, but what were most proud of is the customer retention level we have. Our level of retention comes from delivering quality products and service with a big emphasis on service, says Kaplan. Uniformitys market position is products you expect at unexpected prices backed with high service levels. Additionally, Uniformity works with departments to put together unique programs and special fitting sessions. The items sold by Uniformity Inc. come highly recommended from experienced professionals who have field-tested them to make sure they deliver maximum performance, comfort and durability. Product accessibility and the ability to determine wear comfort or product usability is a crucial factor for in-person purchasing. With the entire warehouse directly behind the showroom, Uniformity staff can retrieve an item quickly to allow customers to try it on or bring an item out that may not be on public display in the showroom. Uniformity rotates new items in, but the essentials and the most-requested products are always on display and well stocked for people to come in, try on, get sized and purchase. Uniformity sales staff serve as product specialists who assist showroom customers by not only discussing key features, but also gathering information on product durability and ease of use and listening for ideas for new products to stock. If we are not listening to our customers, we are doing a huge disservice to them, Mitchell says. It doesnt do us any good if we are stocking products officers cant or dont want to use anymore. We really listen to inquiries or requests from our customers to keep up with their needs. Additionally, we carry hot products like Under Armour and the latest in duty gear and personal protection. While regional departments and customers drive the majority of sales, the company has developed quite a following beyond the stores walk-in radius. Uniformity has a colorful and informative catalog, creates pre-set order forms and has a website (www.uniformityinc.com) to help serve out-of-area clients. Product specialists are also available at Uniformitys toll-free number to discuss products and help with sizing. A friendly voice on the end of the line with the product knowledge and the ability to help determine the right size or product application is exactly what a customer wants. This helps assure them that theyre purchasing the right gear, explains Mitchell. Uniformity prides itself on quick and accurate order processing. If an item is in stock and doesnt require any extensive alterations or embroidery, it can be shipped out within three days of receiving the order. Timely delivery of products is very important to our customers. Being able to walk in the front door and have their uniform ready, with the hemming of the pants done, the shoulder patches sewn on and out the door quickly is standard operating procedure to us, Mitchell says. Uniformity also specializes in custom patches and has seen a big increase in this area. Police and fire departments like the patch service because they can leave the store with a complete uniform. Working with a departments or companys graphic needs, Uniformity is able to put a custom patch design together in house. When it comes to uniforms, image is very important. Uniformity was honored indirectly recently when one of its customers, a local police cadet department, recently took home NAUMD honors for its uniform presentation. The attention to all the details be it product, pricing or service have all fueled Uniformitys growth. Its one of those great word-of-mouth situations where an officer or a department gives us a shot and others follow looking for the same level of products, pricing and services. In this age of convenience, people are looking not only for the best product and pricing, but theyre expecting great service and will purchase from companies that can provide it, Mitchell says. Whether a customer accesses us online, at our toll-free number, in-person or via a faxed order sheet, our attention to detail and customer service has to stand out. While public safety uniforms and equipment make up the bulk of Uniformitys business, there are other related areas where opportunities have emerged. Career apparel is an area of expansion for Uniformity. The demand for blazers, slacks, skirts, ties and Polo shirts is growing. A new customer base is requesting these items because, while they are security people, they may not need or want to wear what you would consider a hard look uniform, says Mitchell. Uniformitys safety division, Safety Necessities Inc., experienced increased demand after the terrorist attacks on Sept. 11, 2001. The horrific incident led to the call for and creation of several safety and crisis response kits. Through Safety Necessities, Uniformity supplies Basic, Leader, Bio Safety and Team response kits to a variety of corporations and retailers. The Team response kit is a mobile chest on wheels designed with the input of professional safety experts to meet the needs of an immediate response, whether its fire, a natural disaster or a terrorist event. Team kits contain five specialized cases each devoted to a specific critical response including lighting and communications, personal/bio protection, tool case, barrier case and first-aid case. Also included are items like hard hats, lights, gloves, rain gear, rope and caution/barrier tape. Uniformity has found its safety kits contain products people dont realize they are lacking until a crisis response situation comes up. In an emergency, locating regular items like rope and caution tape can be difficult let alone specialized equipment. The all-in-one Team kit has everything in one place, organized and ready to go. The company also sells promotional products and wearable specialties such as embroidered golf shirts, T-shirts and jackets. As part of the effort to reach out to its customer base, Uniformity attends trade shows such as regional police, security and firefighting exhibitions. The Police and Security Expo Midwest is one of the largest trade shows the company attends. Uniformitys marketing initiatives focus on targeted and customized programs. Its customers like the personalized attention and customized programs that are offered. All advertising and programs are set up to target area departments or a specific product to address interest or demand. Uniformity Inc. promotes its retail uniform business through catalogs, a website, advertising, and customized direct mail and sell sheets. In todays customer service-challenged environment, Uniformity Inc. prides itself on delivering service and greeting most customers on a first-name basis. That is saying something given their growth, range of services and the increased number of departments it serves. Uniformity Incorporated |
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| Above story first appeared in MADE TO MEASURE Magazine, Spring & Summer 2006 issue. All rights reserved. Photos appear by special permission. | |
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