Dickies Accelerates Wholesale Growth Through New Partnerships

Dickies’ two new partners will manage autumn/winter 2026 deliveries and the forthcoming spring/summer 2027 sales campaign, effective immediately.

The development follows SportLux, the European owner and operator of Dickies, as it intensifies its growth strategy in the United Kingdom and Ireland and expands the brand’s wholesale operations.

Going forward, Just Now Distribution will assume responsibility for sales, wholesale development, and market expansion of Dickies in the UK and Ireland, with operational support from Luke1977.

Just Now Distribution founder and managing director Juls Dawson said: “We are thrilled to partner with Dickies at a pivotal stage of its development across the UK and Ireland. This partnership holds particular personal significance for me.”

“I grew up in the fashion industry via my grandfather, who founded a chain of more than 40 UK retail stores and was an early stockist of Dickies decades ago. Some of my earliest memories involve playing hide‑and‑seek in his warehouse, surrounded by towering piles of the iconic Dickies 874 work pants.”

“Dickies boasts a rich heritage, strong cultural relevance, and significant untapped potential in our market. Partnering with Simon and the Luke team provides the operational scale needed to execute immediately, and we are genuinely excited about the road ahead.”

Luke1977 Distribution managing director Simon Poole added: “This partnership unites two highly complementary businesses. Our priority is to establish robust operational and financial infrastructure to support both immediate delivery needs and long‑term growth.”

“We look forward to supporting the next stage of Dickies’ development across the UK and Ireland.”

Founded in Fort Worth, Texas, in 1922, Dickies was acquired by Bluestar Alliance — the owner of Scotch & Soda — from VF Corporation for $600 million (£440 million) in November 2025.

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