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 headquarters, manufacturing and global distribution center.
Over the last six months, the Affinity team has been working on the brand position 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. 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.
The new logo and brand evolution are just a small part of Affinity’s strategic development plan. 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, laser engraving and 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 U.S. 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.”
“This is an exciting time for Mi Hub and the Affinity brand,” said Hayley Brooks, managing director UK & U.S. “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 U.S. experts in corporate clothing and PPE workwear solutions within the mid- market uniform sector.”
