Dubarry Chooses Prima!

Friday, 28 October 2011

Dubarry of Ireland is a long established business with a reputation for combining excellent design with unrivalled quality to deliver world class footwear, clothing and accessories for the yachting, country and lifestyle sectors.  The Dubarry name stands for craftsmanship, quality and style which are features that resonate throughout all of its range and reiterate the qualities that have been at the heart of its business success for many years.

Established in 1937, Dubarry is a leading brand of footwear and clothing.  The initial emphasis was concentrated on the international yachting community with its performance footwear collection.  The use of GORE-TEX lining in conjunction with an international award winning NonSlip-NonMarking sailing outsole saw Dubarry become the footwear of choice for leading international yachtsmen and women.  "The experience gathered in providing footwear to a demanding user base in adverse weather conditions was the perfect launch pad to take us into the Country Lifestyle sector where consumer requirements for dry, warm and breathable footwear and clothing is just as demanding," says Marketing Director, Michael Walsh.  "We now have comprehensive collections of footwear, clothing and associated accessories that adequately address the requirements of our consumers in both Spring Summer and Autumn Winter."

The Business Challenge

Dubarry has always managed to address the key requirements of tradition, technology, style, comfort and function to become a market leader and has seen strong growth of the business across Ireland, UK, Europe and increasingly the USA.  The company remains passionate about quality in terms of materials, products, service, communication and people.

With such phenomenal success and high levels of growth, Dubarry needed to review its business systems and processes and was therefore looking to build a partnership with a proven supplier who could support and facilitate its continuing success. It was essential for Dubarry to not only acquire a modern system, which could provide more efficient and effective business processes, but one that would continue to offer flexibility/agility as the business expands and evolves.

The 'Prima' Solution

After a meticulous and methodical consultation process, Dubarry chose to partner with Prima Solutions with an implementation of the specialist PrimaNet application, covering all aspects of business including product and stock management, order processing, sales analysis, procurement, product development, finance, payroll and business intelligence.  The system will offer a real-time, centralised solution to support all channels to market including wholesale, mail order, retail and ecommerce and allow Dubarry to expand globally through multi-channel development.

The Immediate Benefits

The implementation of these modules will begin immediately and is expected to offer significant benefits to Dubarry with a rapid return on investment.  Dubarry's Financial Director Michael Larkin believes: "As a rapidly growing organisation, we need to ensure that our business systems will underpin this growth and support the inevitable changes that have and will continue to occur.  As we expand into new channels and new geographies, we need to retain tight control of our business processes, deliver performance and efficiency, have immediate access to key information and continue to support our customers.  The new system offers all of this and also provides flexibility which will be important moving forwards."

Why Choose Prima?

When asked why Dubarry chose PrimaNet, Larkin said: "We felt comfortable with the team from the beginning; it was clear that Prima Solutions are specialists in their field and are a trusted and proven supplier with fantastic references.  The size and focus of their expert team was also an attractive contributor.  It was obvious from the start that everyone really understood our requirements and could add a great deal of value to the process, by translating our requirements into great business solutions."

"The sales presentations were also great," continued Larkin, "We found them a very valuable use of our time, as our questions were expertly answered and we were further assured that Prima Solutions knew what they were talking about!"

Prima Solutions is established as the UK's leading supplier of complete business solutions specific to the clothing, footwear and accessories market and its breadth and depth of sector expertise was an important factor in Dubarry's decision making process.  Having numerous customers similar to Dubarry (such as Joules, Peter Werth, Mulberry and Wolsey), John Dineley, Prima Solutions Sales and Marketing Manager is certain that Prima's partnership with Dubarry will be a long and successful one: "We have already established a good relationship with Dubarry and I know that will continue as our partnership progresses.  We are very excited about working with their team on this project and believe that together, we can add real value, support their ambitious growth plans and deliver tangible benefits for the long-term."