Jacques Rheeder joined THREADS a few years after its conception. . When he joined the company as a Managing Director, THREADS had four poorly performing stores in the UAE. Jacques was tasked to re-position the Brand and rejuvenate the poorly performing Company as a whole. Coming from a strong Fashion Retail background, Jacques Rheeder tapped into this knowledge and experience to relaunch/re-position THREADS as a Brand and a Business. His high level of energy, innovative character, and vast Fashion/ Product development experience quickly influenced the process and established THREADS as an International leader in the Uniform sector. Jacques Rheeder created a unique concept, one of a kind Worldwide which differentiated THREADS from all the other competitors. THREADS is arguably currently leading this sector in the UAE.
Let’s hear about Jacques Rheeder and his transformational journey with the THREADS in his own words below:
Explain the background of you and the company in detail.
THREADS currently is the largest School Uniform Retailer in UAE, where we serve some 240 000 students in the region.
When a company is struggling to meet targets for success, it can be difficult to set it back on track towards profit. UAE-based school uniform supplier Threads found itself in such a position pre-2017, with its four stores across the GCC dealing with poor performance. Into this situation stepped Jacques Wessel Rheeder, taking over as Managing Director. His immediate task was bringing the company to a position of market success, something he’d had some experience in.
Jacques had previously come from a fashion background, though not from uniform retailers like Threads as much as International brands like Zara, Pull and Bear, Marks & Spencer, Aldos, Banana Republic, Express, and The Limited.. He says that these were competitive environments that gave him experience in brand repositioning and customer trust development.
Immediately before Threads, his experience veered away from these international brands towards lesser-known companies, fashion and textiles retailers in the Middle East and South Africa. He was headhunted by brands like Ackermans, Dunns, Red Tag, INC, and 2Go, struggling labels that required a substantial effort to turn around. With his success in achieving these revitalizations, Jacques was hired to drive a similar reversal for Threads using the lessons he’d learned from his past experiences.
What are your goals?
We strive for being the best in service and quality- service to our respective customers through our Award-winning store concept and quality of our highly diversified product ranges. We use only high-quality fabrications that have passed stringent International Quality Audit processes and standards. We strive to be Innovative, change agents and at all times be in sync with the latest market and developments Internationally with regards to trends, fabrications, and technology.
What do you feel is the biggest strength of yourself/company right now?
I come from a solid Fashion / Product development background. We have developed a Unique Retail concept, a first in Uniform Retail, this combination is supported by our ever-evolving and developing-Commerce platform. THREADS is by far the leader in their respective market sector.
What was the path you/your company took to get to where you are today?
We divorced ourselves from the “ NORM,” stepped out of all comfort zones, developed and implemented strategies that were not only very bullish but brave. We also took risks and challenges that pushed ourselves to the outer limits, developed a team of “Believers and Entrepreneurs,” stayed Humble, Nimble yet focused and driven, regardless of whatever setback/mistakes we made, we learned, regrouped, and pushed forward during testing and challenging times.
Why did you start (or want to be the head of) this company?
I enjoy challenges and saw the potential when everyone saw the pitfalls.
What have been the biggest challenges you’ve had to overcome?
To change the mindset of my people, the perception in the marketplace, and persevere in a world of “negativity.”
Give us one word that describes you the best.
Supermackandovious…….obviously!
- What makes you excited about Mondays?
What else can we do differently, how can we improve, and how did the last change work for us?
What do you value most about your culture and vision?
People, People…….most valuable product….then comes the rest.
Tell us about a project that forced you to be innovative and creative.
Supply chain issues from our Supplier base. We work on the “ On time “ principle, unlike other Retail sectors, we have a specific time frame to serve our respective customers. Our Merchandise must be in store at the right time and place. To achieve this, we had to develop and streamline a very complex and challenging supply chain. We keep innovating this process and discipline to navigate ourselves in an ever-changing and demanding world of Supply Chain management.
What are the strategies of your company, and how do they stand unique from your competitors?
This will give away too much, LOL. However, it has become evident that our versatility and quick response to change has set us apart. It is one thing identifying change and or the need for it. It’s another to know what to do and when to do it! We have that uncanny ability and strength! We are proverbial scholars….we keep learning from past experiences and always look at how to innovate and improve….Complacency is a very dangerous characteristic…..which we avoid at all times.
What are the key values which helped you to overcome the roadblocks/challenges in your career? Tell us something about your memorable incident in your leadership?
I inherited a team that never had any Retail experience, no product development experience, CRM experience, etc.…..BUT they were willing to learn and adapt. When I designed the Retail concept and presented it to them….they looked at me as if I had gone crazy (I am at the best of times); however, they trusted in me, the concept, and we rolled it out. Today, we have six Award-winning stores. We are unique internationally, and I am part now of a team (the same group of people; no one left) that are now specialists ( SME’s) in their respective fields, fueled by passion, empathy, and drive ………unparalleled in our market.
How do you see the company changing in two years, and how do you see yourself creating that change?
The next two years will be highly challenging for all Industries. People may think Covid is over, and that is very far from the truth. We are scholars, and we are students of our game. We will adapt, change and be nimble as the game changes. I am a sports coach as a hobby, I learn from Sporting disciplines- as the opposition changes their game plan, you must adapt very quickly and fire back- that is our differentiation and our strength.
Where is your leadership going? What benefits do your clients are getting from your company in this competitive world?
Our Business has evolved quite dramatically over the past few years. . What we give is unique and cannot be found anywhere in the world, for now. Even if people do try and copy our uniqueness, it will be similar, never authentic…. All they will be doing is giving us compliments as competitors. We aim to reduce the customer’s time spent in stores. provide quality products/services supported by fast-moving processes, tailored to the customer’s needs and requirements.
What are the services/solutions or products offered by your company as per the current industry standards? Tell us something about your upcoming products or services?
We provide High-Quality Uniforms, allied products, accessories, and footwear to some 240 000 students. This is done via our Unique Concept stores and an E-commerce platform. We also have Bespoke Uniform Solutions for those who have special requirements. Our services include end-to-end Uniform designing solutions to our very demanding and Individualistic Customer base. We keep innovating and improving our Business model to keep providing unparalleled service levels at all times.