Dickies appoints Just Now Distribution and Luke Distribution to accelerate UK growth
Dickies has appointed Just Now Distribution, along with Luke Distribution, as its joint new commercial partners for the UK and Ireland.
The agreement marks an important new chapter for the US-founded workwear and streetwear brand, as SportLux, owner and operator of Dickies across Europe, strengthens its UK and Ireland strategy “to accelerate growth and expand the brand’s wholesale footprint across the region”.
The joint venture will see Just Now Distribution, owned by Juls Dawson, lead all sales, wholesale development and market expansion activity, supported operationally by Luke Distribution, led by Simon Poole, whose business brings significant expertise in logistics, finance, warehousing and systems integration.
The new partnership marks a “full circle moment” for the fashion industry veterans, as Poole gave Dawson his first opportunity by hiring him at French Connection at the very start of his career.
Dawson, founder and Managing Director of Just Now Distribution, said: “We are incredibly excited to be partnering with Dickies at such an important stage of the brand’s development across the UK and Ireland. For me personally, this partnership carries even deeper significance.
“I grew up in the fashion industry through my grandfather, who built a chain of over 40 retail stores across the UK and was an early stockist of Dickies many decades ago. Some of my earliest memories are of playing hide and seek in his warehouse behind huge mountains of the iconic Dickies 874 work pants, stacked floor to ceiling.
“To now find ourselves, all these years later, helping shape the future of such an authentic and globally recognised brand feels like a genuine full circle moment.
“Dickies has incredible heritage, enormous cultural relevance, and huge untapped potential within our market. Working alongside Simon and the Luke team gives us the operational scale required to execute from day one, and we genuinely could not be more excited about the opportunity ahead.”
Simon Poole, Managing Director of Luke Distribution, best known for the Luke 1977 brand but also for handling UK sales and distribution of brands including Alpha Industries and Sprayground in recent years, added: “This partnership brings together two highly complementary businesses. Our focus will be ensuring the operational and financial infrastructure is fully in place to support both immediate delivery requirements and long-term growth.
“We look forward to supporting the next stage of Dickies’ development across the UK and Ireland.”
The partnership takes effect immediately, with Just Now Distribution currently taking wholesale appointments for SS27.
Dickies, which was founded in Texas in 1922, was acquired by Bluestar Alliance, the owner of Scotch & Soda and Palm Angels, for $600 million in September 2025.
