Happy has been appointed as strategic marketing partner to Dale Techniche, a growing force in the protective workwear and aviation apparel sector, supporting their ambition to lead the market through smarter positioning, deeper audience insight, and a refreshed brand identity.

Following a recent management buyout, Dale Techniche is ready to evolve from respected niche provider to bold challenger brand. Based at Throstle Nest Mill in Nelson, the business has been innovating in specialist safety wear since 2003, earning a reputation for technical excellence, client care, and industry-specific solutions across sectors including Glass, Utilities, Electricity, and Aviation.

With the foundations firmly in place, Dale Techniche’s leadership team is now focused on the bigger picture: raising awareness, strengthening their market position, and ensuring every customer touchpoint reflects the quality and care they’re known for.

That’s where Happy comes in.

As strategic marketing partner, we’re supporting the team with a full brand audit, customer segmentation, and value proposition refinement, using our proprietary RISUS™ marketing for growth framework. This process goes beyond visual identity; it’s about aligning the business from the inside out, ensuring Dale Techniche’s messaging, personality, and customer experience are fully future-fit.

We’ll be working closely with the team to develop a new identity that reflects their strengths, ambitions, and uniqueness in the marketplace. Alongside the visual refresh (including logo, messaging and brand voice), we’re also exploring the full customer journey, looking at the little details that shape how clients experience the brand at every stage.

“Our vision is to become leaders in providing safety workwear and aviation apparel,” says Operations Director Donna Emmott. “We chose Happy because they just got us. Their strategic thinking, creativity, and experience with niche brands like ours stood out from the start. We know where we want to go, and it’s great to have a partner who shares that vision and knows how to help us get there.”

To support this next phase, we’ll also be launching a targeted social media campaign to drive awareness and engagement with Dale Techniche’s specialist offering, building visibility among high-value decision-makers and reinforcing their position as a leader in quality, safety-first design.

Chief Happy, Karen Lambert, adds:

“Dale Techniche is one of those rare finds, a heritage-rich business with a modern outlook. Their roots in Lancashire’s textile and manufacturing legacy are right there in every loom and knitting machine we’ve seen in action. It’s a distinctive, specialist company with a strong future ahead, and we’re delighted to be part of their journey.”