The region’s largest weft knit textile manufacturing Company (formerly known as Textured Jersey), today unveiled their new Corporate brand ‘Teejay.’ The new brand articulates the vibrancy of the different DNA within the Group, and thesynergy they bring to every aspect of their operations.
Delivering synergy through unification, the parent company Teejay Lanka PLC., will bring it’s acquired entities under the group brand name and the acquisitions would now go by the names of Teejay Prints and Teejay India.
Bill Lam, Chairman of Teejay and head of Pacific Textiles, Honk Kong said that he was proud of the Group’s achievements. “Teejay has come a long way from the time this company was first launched sixteen years ago. Not only has it been a great partnership from a purely business point of view but what this company has accomplished from then to now has been phenomenal. Rebranding as Teejay is another step in the right direction as it will give them a special identity as a group, and a platform which I am sure would inspire them to reach greater heights.”
Speaking of some of Teejay’s more recent achievements, the chairman said that being named amongst the Forbes 2016/17, Best 200 Asian companies under a billion was no mean fete. The Company has been listed amongst the top 30 companiesby the Business Today magazine and been amongst theLMD top 50 based on turnover. The company has just reported aNet profit increaseof47%,andatopline increaseof48%duringthefirsthalf, which marks an impressive nine continual quarters of profit growth for the company.
CEO of Teejay, Sriyan de Silva Wijeyeratne says the rebranding exercise was aimed at creating a unique modern brand which reflected the dynamism and energy of their combined team. “The new Teejay logo and brand is more in line with our new persona as a group; it is a new birth for a youthful company. Whilst we have a rich history to fall back on, as a combined operation we have become stronger, and we now bring different skills to the table that make us industry ready and more equipped to take on the challenges of the future. Although the milestones achieved are a testament to that, it is our customers and partners who have propelled our team to greater heights with their inputs and direction.That is why we needed a new brand that is inspiring and distinctive, one that resonates with the new direction in which we are headed.”
Teejay’s new logo and its elements resemble a fraction of the group’s DNA, which mirrorstheir core belief of creating bonds with each one of their stakeholders. It also reflects the new personality traitsthey would carry forward; of being passionate, committed, progressive and approachable.
Sriyan says “Our brand story revolves around the relationship between fashion and fabric. We are relentless about building bonds that last. We have a combination of European, Indian, Chinese and Sri Lankan talentand now these employees become part of a global corporation. We want to develop the notion of servicing in manufacturing by creating bonds that really matter.Going forward we will concentrate on becoming more sustainable, we are already investing more in technology, and innovation is at our core. We are equipped to handle the future dynamics and trends in the textile industry, especially with the new demand for synthetics and digital prints – we are ready to embrace change.”
While Teejay has already conceptualized and launched asustainable livelihoods programme under the theme ‘Thirasra Mehewara’, for the development ofadjacent communities; the group’s sustainable foot print focuses more on forestation and waste management. Teejay has just made history once again by announcing the launch of their new Carbon Neutral Fabric range, to coincide with their debut as a new brand. This has been an outcome of extensive research over several months with consultants and partners.
The rebranding process was handled by internationally renowned brand consulting strategists and creative explorers Landor in India, in collaboration with Brand Finance in Sri Lanka. Lulu Raghavan, Managing Director, of Landor speaking about their approach to creating Teejay said “When we evaluated the company, we found there was a central focus around their customers with whom they were warm, open, sincere and empathetic. Teejay was delivering more than just expertise in fabric. Overall, it was a collaborative team effort. They were passionate in treating their customers’ business as their own, working closely with them for the long haul and we wanted to create a brand that resonated with that. ‘teejay’ is a youthful expression that reflects their identity. What’s most heartening is that the Management team view the brand as a key driver of business transformation and value creation.”
Teejay is listed on the Colombo stock exchange and supplies to some of the best international brands across the world. The Group is backed through shareholding by two leading industrialists – Pacific Textiles, a Hong Kong based company with one of the largest manufacturing facilities in China, and Brandix Lanka, which is Sri Lanka’s largest apparel exporter servicing the world’s finest brands, and partners Teejay as a strategic link in the supply chain.