Harvey Norman has introduced a new custom-designed uniform collection in collaboration with Total Image Group (TIG). This marks the first significant redesign of uniforms for Harvey Norman and Domayne in 30 years.

The initiative aims to enhance visibility, brand recognition, and instil a sense of pride among team members. The uniform collection was developed through a collaborative effort between Harvey Norman and Domayne teams, with Pamela Jabbour, CEO of Total Image Group, spearheading the project. Jabbour worked closely with Katie Page, CEO of Harvey Norman Group.

The uniforms are crafted from Total Image Group’s signature cotton-poly blend, consisting of 55% cotton and 45% polyester. This material is chosen for its breathability, durability, and ease of care. Harvey Norman’s uniforms feature red and white striped shirts, while Domayne’s uniforms are distinguished by blue and white striped shirts. The range also includes custom-designed knitwear with brand-specific detailing.

Multiple rounds of sampling and fittings were conducted to ensure a tailored fit for the staff. Total Image Group, an Australian-owned and family-run business, is a B Corp-certified uniform provider. Since its inception in 2005, the company has been providing uniform solutions to over 350,000 Australians daily. Its clientele includes notable brands such as Ford Australia, RSPCA, HCF, and the Australian Winter Olympic Team.

“Harvey Norman and Domayne were clear in their goal. They wanted a uniform that not only looked great, but made their staff feel proud, seen, and connected to the brand,” Jabbour said. “This project was about more than just changing a uniform; it was about reshaping how the brand is experienced, both by staff and customers.”

Page expressed the necessity of the change after 30 years. “We needed a uniform that reflected who we are today – modern, functional, and aligned with the energy of our stores. Total Image Group understood this from the start. The result is a uniform that represents our brand well and is embraced by our team across the country.”