School Uniform Direct (SUD) has opened its new flagship store in central Fulham.
Supported by a loan from challenger business bank Allica Bank, the move follows the end of the lease on its existing Fulham store.
Alex Gani, who now leads the family-run business, said: “We’ve built up really strong and long-standing relationships with local London schools.
“Something we’re really passionate about is making sure high-quality uniforms are accessible to everyone.
“I like to think we’ve built up a reputation as the Robin Hood of school uniforms.
“Being close to the community is non-negotiable for us.
“Uniform shopping is a rite of passage.”
Mr Gani has grown the business from supplying uniforms to five schools to more than 150 across the UK.
SUD also operates stores in Mitcham, Staines and West Byfleet.
The company has expanded internationally with a shop in the UAE and plans to open another in Saudi Arabia in 2026.
Despite broader shifts toward online shopping, SUD reports that more than 75 per cent of its customers still prefer to shop in-store.
Many families stay with the business for 12 years or more, often returning for younger siblings.
Several staff members have worked at SUD for more than three decades.
He said: “You can only build this kind of relationship in person.
“It’s part of our identity.”
The new Fulham site is located a minute’s walk from the old store.
The company needed to move quickly to secure and refurbish the property before its previous lease ended.
He said: “Other lenders simply couldn’t move fast enough.
“Allica understood what makes our business special.
“They looked at the full picture and moved fast enough to keep us rooted where we belong.
“And Ricky was always available when we needed him.
“That made all the difference.”
Mr Gani said: “This new Fulham store secures the future for our family, our staff, and the thousands of parents and children we support.”
