As back-to-school shopping becomes increasingly digital, Stevensons is leaning on a century of retail experience, while accelerating investment in ecommerce, personalisation and services designed around busy families.

The school uniform and sportswear specialist, which works with more than 750 schools, has built a multi-channel model spanning stores, pop-ups and online. Operations director James Harding explains that this mix is now being refined to keep up with busy, modern parents’ routines.

“Customer expectations have changed significantly, with families increasingly looking for convenience, flexibility and a straightforward experience across digital and physical channels,” says Harding.

“Our ambition is to make buying school uniform as simple as possible for busy parents, wherever and whenever they choose to shop.”

Connected channels

Stevensons’ online platform is designed to help parents find their school, access the correct uniform range and order at a time that suits them. The retailer is also introducing services such as an AI-driven personalised shopper and a pre-loved offer to make the experience more helpful and more sustainable.

Harding says the goal is not to replace stores, but to connect physical and digital channels more closely. Stores and pop-ups continue to provide fitting expertise and reassurance, while online investment gives families more choice.

“The aim is to give families the freedom to move between channels according to what works best for them,” he adds.

This approach is key for school uniforms, where every school has its own requirements and parents need confidence that they are buying the right items. Harding describes platform usability and personalisation as fundamental to direct-to-consumer growth.

“School uniform is a considered purchase, and parents need to feel confident that they are selecting the right products for their child and their school,” he says.

“Helping customers identify their school and quickly access the correct products removes friction, gives them greater confidence in their purchase and makes sure the entire experience is centred around their family.

Additionally, the retailer’s AI Personal Shopper is intended to bring some of the expertise associated with in-store teams into the digital journey. It is designed to give customers online guidance when they need help with fit, product selection or school-specific requirements.

“The focus is on making technology useful rather than introducing it for its own sake,” Harding stresses. “We are creating a more modern and engaging digital experience while retaining expertise, service and trust.”

Preparing for peak

While the run up to Christmas is the traditional retail peak, back-to-school remains Stevensons’ most important trading period. It is also one of its biggest operational challenges. The business not only plans in advanced but harnesses previous trading patterns and current demand to forecast stock requirements and prepare fulfilment capacity.

“For families, reliability is especially important,” he says. “Parents need confidence that they can find the right products, place an order easily and receive it when they need it, particularly when there is a fixed deadline before the new school term.”

He adds: “Convenience means different things to different families. Some will want to complete their purchase entirely online, while others will prefer to visit a store or pop-up and speak to a knowledgeable colleague.

“Our role is to make those choices work together, rather than treating online and offline as separate businesses.”

Returns and exchanges are also key to this experience with the brand recognising that sizing can be difficult to judge online.

“Children grow quickly and getting the right size can be challenging, so we aim to make the process as straightforward as possible,” he says.

Therefore, Stevensons allows customers to arrange returns through their online portal, and even offers a free front-door collection option.

Sustainability is becoming a bigger part of the conversation with families and schools. Stevensons has enabled schools to make pre-loved items available through its website, extending the life of garments while offering parents lower-cost options.

A sense of belonging

The growth of ecommerce has also changed how Stevensons understands its customers. Digital channels give the retailer valuable data and insight.

“Being a trusted partner to over 750 schools and thousands of families, having direct contact with our customers is crucial – whether in our stores, at our pop-ups or on our digital channels,” Harding says. “It gives us a close understanding of how families shop, what they expect and where we can make their experience smoother.

Those consumer insights feed back into Stevensons’ work with schools, informing uniform and sportswear solutions that balance identity, sustainability, durability and value. It is also used for design and product development, as well as new ways of engaging with families.

“We have a strong foundation of trust, expertise and relationships built over the past 100 years,” Harding says.

The brand is now working to “combine that heritage with innovation”. By adding in the sustainability element, convenient shopping experience and school partnership, they can ensure “Stevensons remains a trusted choice for generations to come”.

He concludes: “A uniform represents more than a consumer purchase. It can be connected to confidence, belonging and pride, as well as significant moments such as starting a new school or beginning a new chapter. For schools, a uniform is a key part of their identity, representing and upholding their values. We are proud to play our part.”

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