Top 40 supplier alphabroder (asi/34063) has relaunched UltraClub, the signature private label brand of Bodek and Rhodes, which alphabroder acquired in 2015. The revitalized corporate casual brand now offers a coastal feel with some distinctive equestrian touches. We spoke with Andrea Routzahn, senior vice president of portfolio and supplier management at alphabroder, about UltraClub’s new look.

UltraClub offers the Lakeshore stretch cotton performance polo (UC105). The women’s version (UC105W) features a modified mandarin collar.

Q: Why did you decide to reenergize the UltraClub brand?
Andrea Routzahn: The identity of the UltraClub brand, one of the first industry private brands, was firmly rooted in its founding company Bodek and Rhodes. The UltraClub legacy is one of a universal mixture of all types of styles at value price points. Today’s corporate and promotional products distributors increasingly look for an end-user aligned brand identity they can clearly communicate to their customers. We did an intensive examination of the UltraClub brand in relation to the other brands in our assortment and created a unique, updated brand DNA. This allowed us to forge a clear direction and go-forward strategy for the brand. We’re thrilled to reintroduce UltraClub to the market with this fresh point of view, while still maintaining the core values that made it such a successful brand in the first place.

Q: Can you share a few details about the new collection?
AR: We’ve launched the stories or platforms this spring with a comfortable coastal “corporate-casual” design aesthetic; the Lakeshore stretch cotton performance polo (UC105/W), the Bradley performance woven (UC500/W) and the Dawson quilted hacking jacket and vest (UC708/W, UC709/W) lightweight outerwear collection. All are designed with a classic, effortless feel so important to the new corporate casual market we’re targeting. The Lakeshore and the Bradley styles come in a beautiful range of classic and coastal-inspired colors, which differentiate them from the typical corporate color palette.

These UltraClub sport pullovers (8407, 8405) have performance features and a coastal color palette.

Q: What else is exciting about the collection?
AR: The Lakeshore polo is a classic silhouette made from a soft combed ring-spun cotton fabric with added stretch and wicking performance functionality. We continue to see increasing demand for cotton and cotton-feel performance fabrications, so the Lakeshore hits squarely on that trend. The men’s design features traditional “preppy” styling with a three-button placket and button-down collar. The ladies’ takes a more feminine twist with a modified mandarin collar and hidden-button placket. Both are offered in a trend-right palette of coastal-inspired colors.

The Bradley woven (UC500/W) features a stretch cotton-feel woven fabric, making it the perfect outfitting companion to the Lakeshore polo. Aligning with the feminine styling of UC105W polo, the ladies woven has a modified open V-neck detail. Both can be worn tucked or untucked and are great for that corporate casual customer.

The Dawson hacking jacket and vest (UC708/W, UC709/W) are early customer favorites. A throwback to the classic British hacking jacket styling, these lightly insulated outerwear options offer durable water-resistant properties and cozy warmth.

Alphabroder added equestrian details to UltraClub’s Dawson quilted hacking jacket (UC708) and vest (UC709/UC709W).

Q. Why are equestrian-inspired styles, like the new hacking jacket and vest, so popular right now?
AR: This hacking jacket design trend is a growing in our industry and at retail. We’ve seen the puffer jacket take over the outerwear category, but for some end-user applications the classic puffer is a little too sporty or outdoor inspired. The Dawson collections offers our customers an option to capitalize on the growing puffer trend but in a more classic and professional heritage look.

Q: Who is the target market for the brand?
AR: UltraClub is targeted toward the corporate-casual customer who wants to look professional without being stuffy or boring. They are looking for apparel that’s comfortable, easy to wear and care for, and transitions seamlessly from the office to the evening to the weekend.

Q: What are some selling tips for distributors who want to offer these pieces to their clients?
AR: UltraClub has a core DNA of retail-inspired designs with a comfortable fit. Many styles are offered in extended size ranges. The coastal color palette gives the brand a unique color perspective on corporate outfitting that ventures outside the more typical corporate color stories. The Ultra Club message is one of a timeless design aesthetic (classic silhouettes, cotton-feel fabrics, heritage designs) with an excellent value proposition and many modern performance aspects like moisture-wicking, antimicrobial and superior UV protection.