Merchandise Essentials is now Sunday

When Merchandise Essentials was founded back in 2015, we maintained a very strong focus on the product. The simplicity of our offering is what caused the early success in the first years after the foundation of the company: for anyone looking for high quality branded clothing, we could be of help.

Over the past 18 months, as we started to grow at a faster pace, a shift in our strategy occured. While we had always focussed on selling products, we now started approaching the market with solutions. We were no longer selling T-shirts, we were partnering with companies in turning their key stakeholders into loyal ambassadors using company fashion.

This strategic transformation impacted our entire organization, from sales over marketing to R&D and production. Our service orientation even led us to develop a SaaS-platform that automates the logistic part of the campaigns: our customers no longer have to worry about warehousing, handling or shipping the clothing, it’s all done by us and managed through a cloud application, a huge leap forward and a massive effort in terms of innovation and development.

So, not only did we grow as a company, we also changed. A lot. The only thing that didn’t change, though, was the way we were perceived in the market. We noticed that we were still seen as the merchandise provider that we used to be. As we knew, we’re only still in the early stages of our transformation, we felt now was the perfect time for us to bridge that gap.

Finding a new name is tricky though. Of course there’s the practical and legal issues to take into account, but above all, we wanted our new name to be short, catchy, positive and linked to our core activities.

So, we came up with Sunday: everyone’s favorite day of the week. Our vision has always been that we want to make clothing items people want to wear on a Sunday, so the link with what we do is there as well.

We’re very proud to say that we tackled the challenge of the rebranding fully internally. Our creative experts have done a tremendous job in redesigning our entire brand identity. With the new name and logo also comes a brand new website and, of course, a full clothing collection.

Our rebranding is not the first step for us, it’s the synthesis of the many steps we’ve been taking with the whole team. We’re super excited about the rebranding, and even more so about what’s yet to come. In the coming months and years we want to focus even more on our customers and guide them further in the creation and strategic application of their own company fashion line. We want Sunday to be top of mind when it comes to sustainable and stylish company fashion.