Dominion Print sets up masks wing

Jo Francis
Thursday, August 20, 2020

Dominion Print has set up a new e-commerce site after adding bespoke-branded washable face coverings to its product mix.

Dominion: UK maker hopes to gain a competitive advantage over imports
Dominion: UK maker hopes to gain a competitive advantage over imports

The Bradford-based large-format visual marketing specialist has invested in specialist production resources for its new ‘Let’s Face It’ offering. 

The range of washable, reusable face coverings include an option to have one or two air vents inserted to make them more comfortable to wear for prolonged periods. The face coverings were designed by its in-house creative team. 

Dominion said that it hoped to gain a competitive advantage over suppliers of imported face coverings through “stricter quality control and reduced lead times”.

It also said that its own market research showed that durability was a priority for many potential clients.

Dominion Print director Verity Clark said it made sense to use branded face coverings in the same way as other branded clothing and accessories.

“Wearing them is going to be a way of life for the foreseeable future. It has become the new normal for our daily activities in shared spaces,” she said.

“Providing protective wear for customers, other stakeholders and the public demonstrates an extra level of care which makes its own statement, beyond the impact of the branding. Providing masks is also a far more reliable way to manage risk than expecting people to bring their own coverings.”

The stretchable, foldable face coverings are made from three layers of “high-quality flexible fabric” and are available in three sizes.

Managing director Dominic Clark added: “We found that many SMEs and larger organisations prefer reusable masks over disposable masks.

"A lot of companies are conscious of the environmental benefits of machine washable versions. In the long term, they are more cost-effective as a staff resource and they have the potential to prolong and expand brand visibility as customers continue to use them in their everyday lives,” he said.

The firm also plans to use a percentage of sales to donate face coverings to a local charity. 

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