Martyn Perry is determined to do things differently in what he admits is a highly competitive sector.

His new workwear eCommerce business – workwearprodirect.com – has just launched in Dorset after acquiring offices in Dorchester.

It offers sole traders and small to medium size businesses branded workwear and PPE.

But, in what Martyn says is a first for the industry, Workwear Pro Direct has introduced a ground-breaking ‘Buy Back’ scheme.

In a bid to reduce landfill it allows customers to recycle their old workwear and uniforms in return for a cash incentive.

Martyn, pictured left, said: “Sustainability should be a key element of any business looking to make a positive impact in the 21st century.

“Workwear Pro Direct’s ‘Buy Back’ scheme is now an integral part of our Corporate Social Responsibility (CSR) strategy.”

In another break from the norm, the business has a ‘Gift Back’ scheme.

It enables all customers to donate 2.5 per cent of their workwear purchases to a charity of their choice.

“We’re proud that by helping businesses look good, they can do good by donating vital funds to local and national charities all over the UK and beyond,” said Martyn.

The eCommerce site also offers a rewards programme.

Customers can choose to enrol in the ‘Workwear Plus’ scheme which entitles them to special discounts and added benefits.

For each purchase a customer makes, they’re rewarded with points.

These can be used to get a discount off the next purchase or saved up and redeemed for rewards such as power tools, appliances and memorable experiences.

“It’s just one further example of how we’re determined to do things differently and reward our customers,” said Martyn.

Workplace Pro Direct is the trading name of Identity UK (Retail) Limited.

Founded by Martyn in 2013, it has grown over the past year from two employees to a team of 12.

The company has ambitions to expand further in the coming year as it scales up its operations.

Its newest team member is Martyn’s son, Nathan, 31, who has joined as eCommerce Operations Manager.

Annual turnover for the business is around £450,000.

If anyone can claim to have experienced the highs – and lows – of business it’s Martyn.

The 55-year-old is the grandson of Austin Knight.

The former bomber pilot was shot down in 1943 and became a Prisoner of War.

In the late 1940’s he founded the recruitment advertising agency which was to bear his name, Austin Knight.

At its height the company had 24 offices worldwide employing more than 500 staff.

It was later sold to TMP Worldwide in 1997 for a multi-million pound sum.

Martyn worked in the food retail sector for 18 years before qualifying as a pilot and launching an executive aviation business called Knight Aviation.

A key element was corporate work flying clients in, and out, of the likes of the British Grand Prix at Silverstone.

But in 2009 Martyn’s fortunes took a dive when, by that stage an investor in fashion retail, the recession wiped out his finances.

“I lost everything and ended up homeless,” he said.

Unbowed Martyn said he “pressed the reset button” and worked in Topps Tiles and Curry’s before founding Identity UK (Retail) Ltd and then, in 2017, The Visual Branding Group.

It quickly established links in the events and sports sector. going on to provide branding and signage for high profile events such as Children in Need and The One Show’s Rickshaw Challenge with Matt Baker.

Martyn said the pandemic had provided “a year of reflection” with the eCommerce site for Workwear Pro Direct taking nine months to come to fruition.

But, he added: “I feel genuinely excited about the future.

“We have used the last year to consolidate and reinvest and I believe we’re a better company than we were.

“Without doubt, eCommerce is the future but you must never lose sight of the people you’re dealing with – our clients – and ensure that everything is done with the human touch.

“It’s been a long-term ambition of mine to grow our business in this way and it’s really exciting to see all our hard work come to fruition.

“We deal with 15+ suppliers and brands and I want to be in a position where we’re providing completely sustainable products.

“We’re here to help all businesses, no matter how big or small, with their workwear needs.

“The message is simple.

“Your people represent your business, so let’s get them dressed to impress!”