1980's – 1990's

	“Sixty one years and no sign of rust” The industrial revolution The industrial revolution during the early eighties saw KingGee introduce new state-of-the-art computer-aided manufacturing and through expansion the company now diversified into casual wear.

The investment in computer aided machinery cemented KingGee’s approach to tackling change head on. At the forefront of clothing manufacturing technology KingGee was able to maintain it’s competitiveness and continued to thrive.

On KingGee’s 61st Anniversary, Bob Adcock Jnr was asked to sum up KingGee’s performance over the last three decades, his response “Sixty one years and no sign of rust!”

During the 80’s KingGee’s ownership changed several times with Sara Lee purchasing the business 1991. The core business of KingGee at this time was work wear, representing 90% of sales and casual wear representing the remaining 10%. At this time a new strategy emerged. KingGee was moving aggressively into the corporate market.

KingGee now extended it’s business and supplied work wear for all Australians. That is for men and women in all industries and job functions. KingGee Designer Work Wear was launched. Drawing from the values of quality and performance that made KingGee a household name Designer Work Wear quickly became a market success.

The KingGee Designer Work Wear range offers a wide range of designer and corporate basics for business. KingGee began to take a more hands on approach to customer care. And in conjunction with offering corporate apparel KingGee also offered a total work wear package including marketing consultant expertise and stock management solutions.

This winning formula helped KingGee enter a new market and appeal to a whole new variety of consumer.