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Branded clothing and merchandise firm shows it’s on the ball with growth plans and complete brand refresh

Darren Cohen of Infinity Incorporated

A Leeds-based branded clothing and merchandise firm is gearing up for growth following increased investment, strategic appointments, a raft of exciting new contracts and a fresh, new identity.

Established in 1998 as Creative Emporium, the business has rebranded for 2021 as ‘Infinity Incorporated’. A leading specialist in branded merchandise, corporate uniform and branded apparel, it works with several Premier League and Championship football teams as well as the UK’s top 20 universities and leading consumer and corporate brands such as Eddie Stobart, BBC, Jet2, New Balance, Deloitte, M&S, DPD, Nectar and social media giant, Tik Tok.

Over the past 12 months, Infinity Incorporated has worked with a wide range of clients ranging from Super League rugby teams to Premier League football teams including Tottenham Hotspur, West Ham United, Wolverhampton Wanderers and Sheffield United. In August 2020, the business was selected to produce commemorative merchandise to celebrate Leeds United’s promotion to the Premier League.

After 22 years of supplying promotional products for client events, conferences, exhibitions and functions, 2020 saw the business having to shift its focus in the aftermath of mass event cancellations all over the world as a direct result of Covid-19.

Founder and Managing Director, Darren Cohen said: “Our sector experienced a massive decline in demand for standard promotional products. However, we also saw a big rise in branded face coverings, branded clothing and employee care packages to support the internal engagement campaigns our clients are running to keep staff motivated and focused on wellbeing while working from home.

“Our onsite production capability enables us to keep working throughout lockdown without losing any staff.”

The business has also supported the NHS, M&S, Yorkshire Tea and Betty’s, producing merchandise for a number of high profile campaigns with further activity already ongoing and planned.

In addition to securing recent new client contracts, a number of strategic appointments have been made, boosting the current workforce to 80 at the Whitehall Cross site in Leeds. Sam Sagar has been appointed as account manager and will be responsible for servicing sports clients and sports-related merchandise branding. The firm is also ramping up its recruitment agenda with several new roles going live this month, across marketing, client services and production.

In an effort to proactively refocus and restructure the business, the start of a new decade prompted a complete brand refresh which saw Creative Emporium become Infinity Incorporated.

Continued Darren Cohen: “Over the years, as a new service developed, it grew into a business and brand in its own right – at the time it felt like the right approach, and it’s worked well so far. However, times are changing, our industry is becoming increasingly competitive, and we recognised the need to simplify our business structure to deliver an effortless customer experience. Multiple businesses and brands is not the best way to deliver this.

“2020 was a challenging year for everyone, but it afforded us the time to really focus our efforts as a business, rethink what we stand for, and review our infrastructure, to ensure we are in the best possible position to continue providing our clients with fantastic service for promotional merchandise, branded apparel and corporate uniform. We feel our refreshed brand identity better reflects the value we bring to our clients across the UK and internationally.”