Unlocking the power of uniforms: An interview with Ken Denny, Murray Uniforms
In this exclusive interview, Ken Denny, Client Relationship Manager at Murray Uniforms, shares insights into the strategic role of uniforms in business success.
With over nine years at Murray, Ken discusses his journey, the Science of Uniform®, and how they can drive growth and profitability for their clients. He also highlights the challenges faced in the retail sector and shares a standout project that transformed a major client’s uniform programme.
Dive into this Q&A to learn how uniforms are more than just a cost—they’re a catalyst for business growth.
How did your journey with Murray Uniforms begin, and what led you to join the company?
My career has always revolved around clothing and uniforms in one form or another. After finishing my education, I started working in this industry and have remained here ever since. Before joining Murray Uniforms, I was nearing the end of a five-year assignment with another company, the only time I wasn’t directly involved in uniforms and clothing. During this period, I reconnected with the founders of Murray, whom I knew personally. We met, and it quickly became apparent that my background and Murray’s aspirations were a perfect fit.
Murray was transitioning towards a fully managed service model for large corporates, aligning well with my experience. So, in September 2015, I joined Murray Uniforms. The business had a vision, but it wasn’t entirely clear how we would achieve it. Nonetheless, nine years later, we’ve consistently grown by about 30% year on year. Murray’s strong value-based approach, commitment to staff, and customer care have made it a rewarding journey.
What does your typical week look like?
As a Client Relationship Manager, my primary responsibility is to align our uniform programmes with our clients’ corporate objectives. Each client is assigned an account manager for day-to-day support, but my role is to focus on the broader
aspects of the account. This involves developing sustainability strategies and ensuring the uniform programme continues to deliver a return on investment.
My week typically involves staying close to senior stakeholders within the clients’ businesses to understand their long-term goals. For instance, if a client plans to expand or rebrand in the next three to five years, my job is to ensure the uniform programme evolves to support these changes. This proactive approach helps maintain alignment between the uniform programme and the client’s objectives, ensuring it remains an effective tool for their business strategy.
What is the Science of Uniform® and what is the process?
The Science of Uniform® is a process model we’ve developed to help clients understand how uniforms can be used as a strategic tool to support their broader business goals and build a business case around it.
The process begins with a discovery phase, where we conduct a thorough analysis of the client’s business. We examine various roles within the organisation, from those behind the fresh meat counter to those on the store floor and at the checkouts. This role interrogation helps us understand the specific needs and challenges of each group. For example, we consider the physical demands of each role, such as reaching high shelves or standing all day, and design uniforms that address these needs.
We also look at broader business metrics that uniforms can impact, like customer trust or staff retention. Based on these insights, we develop a tailored uniform programme that aligns with the client’s objectives, ensuring it delivers a measurable return on investment.
How do you address concerns about the cost of uniform programmes, especially in the current economic climate?
Cost is indeed a significant concern for many businesses today. Uniform programmes often fall under HR or central operations, and it can be challenging for these departments to demonstrate a clear ROI. This is where our Science of Uniform® process becomes invaluable. By identifying specific business metrics that a well-designed uniform programme can positively impact—such as recruitment, attrition reduction, and customer trust—we help clients build a watertight business case.
This business case is backed by data and insights from our extensive experience, making it easier for clients to justify the investment to their boards. Essentially, we show that when done correctly, a uniform programme is not just a cost, but a strategic investment that can drive growth and profitability.
What are some of the biggest challenges you face in the retail sector?
One of the biggest challenges in the retail sector is helping clients realise the potential of uniforms beyond just a cost item. Many see uniforms as a necessary expense rather than a strategic tool. Our challenge is to shift this mindset and demonstrate how uniforms can enhance customer trust, improve employee morale, and ultimately drive business growth. This is especially critical now, as companies are more cost-conscious.
Additionally, the fast-paced nature of retail means that trends and customer expectations are constantly evolving. Our Science of Uniform® process helps bridge this gap by providing a clear, data-driven case for the strategic value of uniforms and adapting to the dynamic retail landscape.
What project are you particularly proud of?
One project that stands out is our work with Holland & Barrett. When we were brought in, their uniform programme was in disarray. A significant percentage of staff weren’t even wearing their uniforms because they were not fit for purpose. Over two to three months, we conducted a comprehensive discovery phase, visiting sites, meeting with third parties like interior designers and branding agencies, and even conducting consumer research. This phase revealed a customer trust issue that Holland & Barrett weren’t aware of – customers felt they couldn’t trust the advice of staff based on their appearance. By addressing these issues, we were able to redesign the uniform programme, which led to a very significant improvement in customer trust and engagement.
This project exemplifies Murray’s values of integrity, loyalty, and a commitment to making a positive impact. It’s a great example of how our Science of Uniform® process can transform not just the uniform programme, but the business as a whole.
How does recent research support the benefits of well-designed uniforms?
Recent research carried out by Coventry University and Murray Uniforms highlights the significant impact of well-made, well-fitting uniforms on employee happiness and productivity. The study, which surveyed 2,560 men and women aged 16 to over 60 across various roles, found that wearing a well-fitted uniform can make employees feel happier at work.
This effect was most pronounced among women and employees aged 25-34. Under 50-year-olds felt that wearing an appropriate uniform they liked would enhance their job satisfaction.
The findings validate our belief that the right uniform can positively impact employee wellbeing and productivity. This research allows us to prioritise key elements of uniform design that influence these factors, reinforcing the importance of our Science of Uniform® process.
Is there a key message you’d like to convey to the retail industry?
I’d encourage businesses not to view uniforms as a mere cost. When done properly, they can be a catalyst for growth and profitability. Our Science of Uniform® process, developed over many years, is designed to help achieve this. Murray Uniforms has been around since 1975, and our approach is based on a wealth of knowledge, data, and project outcomes. We continue to evolve and refine our process to ensure it meets the needs of our clients. So, I would say to any retail business: invest in a well-designed uniform programme. It’s not just about looking good; it’s about supporting your business objectives and driving growth.
