Following the acquisition of Affinity Apparel in October 2020, the Mi Hub management team is delighted to announce the relaunch of the Affinity brand, with a completely fresh look and a new state of the art HQ, manufacturing and global distribution center.
Over the last six months, the Affinity team has been working on the brand positioning and have refreshed the look and feel of the elements that will be used in their marketing collateral such as a new website and sales literature.
The newly designed logo and brand identity encapsulates a sewing needle and thread within the A of Affinity to represent the corporate apparel industry. The primary brand color is a warm blue that reflects the core characteristics of Affinity: confident, secure, trusted, progressive, calm, successful, responsible and authoritative. The logo is a key part of Affinity’s creative direction and the brand identity will help to establish a contemporary, corporate image that is recognized worldwide.
However, the new logo and brand evolution are just a small part of Affinity’s strategic development plan, as the company has invested over $11.5 million to lease and equip a new 100,000+-square-foot space in Jeffersonville, Indiana, which will also see them merge their facilities in Texas and Kentucky into the Jeffersonville location, which will serve as their new headquarters. The new facility has on-site embroidery and alterations with die-cut, heat transfer capabilities, sublimated patches, spot sublimation, digital fusion, state of the art laser engraving and much more.
The new U.S. headquarters in Indiana hosts an ideal transportation network and is within proximity to UPS World Port at Louisville international and FedEx Main Distribution at Memphis International. “We are a growing, stable company that is delighted to invest in this state-of-the-art manufacturing and distribution center,” said Senior Vice President Gregg Mischner. “As part of the Mi Hub family of brands, this development allows us to expand our global footprint and better service our clients with 2-day ground shipping to 75% of the US Population. This new location gives Affinity the opportunity to fully focus on the corporate apparel and PPE marketplace, to become the industry’s leading provider within the mid-market sector in North America.
Hayley Brooks, Managing Director UK & US brands said: “This is an exciting time for Mi Hub and the Affinity brand. Our investment in the new global distribution center and brand marketing support, demonstrates our commitment to solidifying our strength in the marketplace, as a company who specializes in implementing domestic and global full-service, custom apparel programs for partners, worldwide.
As part of our strategic development plan, we will see Affinity go from strength to strength as we continue to invest, innovate, challenge and change; to become the largest US experts in corporate clothing and PPE workwear solutions within the midmarket uniform sector.”
Affinity specializes in implementing domestic and global full-service, custom apparel programs for partners within the mid-market uniform sector. Our team works to understand each client’s culture and needs and create a model that works for each one independently; we do not force our clients to work within our constraints, allowing us to provide a positive apparel experience for our clients.
About Mi Hub
Mi Hub is an international supplier of corporate clothing uniform solutions to businesses and individuals, trading through its Dimensions, Alexandra, Yaffy, and Affinity brands. The Mi Hub Limited corporation is currently headquartered in Derbyshire, England, and collectively employs more than 800 people across its offices in the UK, Europe, and the USA.