GEA Farm Technologies

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

  • Case study for Bachelor level
  • Reference No. ECASA_2020_8 EN


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.


  1. Fiachra Coll (Technological University Dublin College of Business)
  2. Damian O’Reilly (Technological University Dublin College of Business)


Business Model, ANSOFF’S MATRIX, Value Chain, Apparel, competitive strategy, supply chain strategy, product design, outsourcing, NPD Apparel, competitive strategy, supply chain strategy, product design

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  • Portwest’s Future Strategy – Fashioning Workwear: Threading the Needle