Hertz

Revamping the Corporate Look: How a Trans-Tasman Partnership Drives Success for a Leading Car Rental Brand

"Deane has delivered on every goal we wanted. From a supplier point of view, I just recommend Deane to everyone."

What does a corporate wardrobe signify? For Hertz, the renowned car rental giant spanning Australia and New Zealand, it's not merely about attire; it's about embodying a global brand identity. And in this endeavour, they've found a trusted partner in Deane Apparel.

Since 2017, Deane has been the creative force behind Hertz's wardrobe, adorning 2600 staff across almost 400 locations on both sides of the Tasman Sea. But the story doesn't end there. In 2021, Hertz Australia and New Zealand made a bold move, bidding farewell to their existing global wardrobe supplier and turning to Deane to deck out their Australian operations as well.

Amidst a brand overhaul, the quest for a new uniform took centre stage. Comfort, adaptability to varying temperatures, and alignment with Hertz's iconic charcoal and black colour scheme were paramount. Moreover, minimizing the burden of maintaining extensive garment stocks was crucial..

Deane, in close collaboration with Hertz, rose to the challenge. Introducing four distinct ranges tailored to diverse functions, all based on readily available Deane garments, the partnership streamlined operations. By stocking a significant portion of the clothing and simply adding a branded colour bar, the need for custom pieces was drastically reduced, slashing wardrobe maintenance costs.

Melbourne-based Nick Reveley, Hertz's Operations Solutions Manager for Australia and New Zealand, reflects on the journey. Despite initial hurdles posed by the pandemic, the partnership with Deane has consistently proven its worth.

“One of the things we wanted at the outset was a team we could see in person and deal with directly. With account managers in both markets, Deane offers that,” he says.

But there were more questions to address. Could Deane align with Hertz's diverse workforce and its sustainability goals? Could it navigate the challenges of serving geographically distant markets while maintaining Hertz's exacting standards?.

Nick says the answer in each case is yes, in large part because of the synergy between the four main contact points in the collaboration. “There is myself and a colleague on the Hertz side and two Deane leads, one for each market. We meet every Friday. We create plans and work through them, and there’s no blame game. It’s a very personal connection with the Deane team; they’re kind of like our family and we’ve integrated them into our business.”

Sustainability is an area in which Hertz and Deane are both making ground. Hertz, an early mover in the electrification of large fleets, wants to understand the provenance of the garments it offers its staff. “Deane is able to tell us that,” says Nick. “They’ve also helped us set up an on-site recycling programme for our uniforms, which has been running now for nine months. And we’re working now on a 50 percent recycled fabric for polo shirts, which are kind of bread and butter for us. That’s been through a trial and we’re working through the results. We hope to roll the shirts out by the end of the year.”

The tangible outcomes speak volumes, says Nick. “Deane has delivered on every goal we wanted. It’s just been fantastic; a good example of a team working across the Tasman. So many good stories have come from us working together. From a supplier point of view, I just recommend Deane to everyone.”

In this tale of transformation, the synergy between Hertz and Deane not only redefines corporate fashion but also sets a shining example of cross-border cooperation at its finest.