Alexandra Workwear continues digital revamp with launch of new website

Multi award-winning workwear company, Alexandra, has undergone a digital makeover with the launch of an all-new website.

The site has been designed from the ground-up to deliver a streamlined online experience, which includes enhanced performance optimisations and improved navigation.

Artificial intelligence is also used within the site’s search functionality so make it easier for customers to find what they are looking for, and to recognise and learn the interests and requirements of customers as they browse.

Ian Northmore, Head of Customer Experience at Alexandra, said: “As all businesses continue to face the challenges of working during a global pandemic, it has never been more important to have a strong and effective online presence.

The new website forms part of Alexandra’s innovative digital offering which included the launch of AlexDirect – an online personalisation service that sees modern workwear personalised for individual business image, created and delivered within seven working days of a design being submitting.

“This new website is equipped with functionality that not only allows us to offer a significantly improved online shopping experience, but also help us to better understand our customers’ needs in a way that will further help us to stand out from our competitors.”

 Last August, in response to Coronavirus restrictions, Alexandra also launched a digitised, ‘virtual’ sizing service to ensure 12,500 healthcare students got perfectly fitting uniforms at the start of their university courses across the UK.

Tailor-made online forms were created for students in different healthcare specialities to complete alongside dedicated ‘how to size yourself’ videos.

The company, based at Thornbury near Bristol, has transformed its operations during the Covid crisis. In a matter of weeks, Alexandra turned the business around with over 90 per cent of manufacturing capacity in its UK and international factories being switched to producing scrubs for the NHS.

Its response to the pandemic, Alexandra recently won the Healthcare and Pharmaceutical category in the prestigious, national Supply Chain Excellence Awards.

For more information, please visit

To see the largest wide range of uniforms, including sustainable workwear and chefs aprons, UK-wide, visit Alexandra.

Quick Buy