‘Teejay’ launched as the new brand in fabric and fashion
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CEO Sriyan de Silva Wijeyeratne
Sri Lanka’s largest weft knit textile manufacturing company (formerly known as Textured Jersey) last week unveiled its new corporate brand ‘Teejay.’
The new brand articulates the vibrancy of the different DNA within the group, and the synergy they bring to every aspect of their operations with CEO Sriyan de Silva Wijeyeratne expressing the hope that “Teejay would be the Dilmah of the fabric world”.
Dilmah Tea is Sri Lanka’s main globally recognised brand.
In a media release, the company said the parent company Teejay Lanka PLC will bring it’s acquired entities under the group brand name and the acquisitions would now go by the names of Teejay Prints and Teejay India.
Bill Lam, Chairman of Teejay and head of Pacific Textiles, Hong Kong said that he was proud of the group’s achievements. “Teejay has come a long way from the time this company was first launched 16 years ago. Not only has it been a great partnership from a purely business point of view but what this company has accomplished from then to now has been phenomenal”.
Teejay CEO said the rebranding exercise was aimed at creating a unique modern brand which reflected the dynamism and energy of their combined team.
“The new Teejay logo and brand is more in line with our new persona as a group; it is a new birth for a youthful company. Whilst we have a rich history to fall back on, as a combined operation we have become stronger, and we now bring different skills to the table that make us industry ready and more equipped to take on the challenges of the future,” he added.
The rebranding process was handled by internationally renowned brand consulting strategists and creative explorers Landor in India, in collaboration with Brand Finance in Sri Lanka. Lulu Raghavan, Managing Director, of Landor speaking about their approach to creating Teejay said “When we evaluated the company, we found there was a central focus around their customers with whom they were warm, open, sincere and empathetic.
Teejay was delivering more than just expertise in fabric. Overall, it was a collaborative team effort. They were passionate in treating their customers’ business as their own, working closely with them for the long haul and we wanted to create a brand that resonated with that”.