All about Identity

We provide affordable school uniforms for your children.We provide affordable school uniforms for your children.We provide affordable school uniforms for your children



Multi-channel retailing

We are constantly striving to offer our customers and partner schools the very best, quickest and easiest ways to purchase. We have the traditional retail shops opening 6 days a week offering customers the service of personal uniform fittings and guidance.  Giving parents a convenient option to buy uniform. Our website and mail order departments have been operating 24/7 on-line for over 5 years with option to purchase uniform over the phone or in store.

Wholesale supply direct to school

We can act as a one stop solution for schools at very competitive pricing who would prefer to control the distribution of uniform themselves and purchase all the uniform items wholesale from us. We can assist schools with this by carrying back up stock so offering a very quick turnaround service for small top up orders.

Ethical trading

We monitor our suppliers for factory accreditations and look for stringent ethical trading policies in the manufacture of the schoolwear we provide, giving parents and schools peace of mind.

Established in 1976

identity Limited was incorporated by the Groundwater family and the business is still family run. The company has grown from its original roots in Barrow in Furness to one of the leading multi-channel supplier of school uniform in the country. We have unsurpassed experience in the schoolwear market allowing us to help, guide and steer schools and parents in the purchase and supply of school uniform.


Supplying over 300 Schools

We supply across all sectors of the market from Primary to Senior Schools and Independent to State Sector and as such have an excellent understanding of schools requirements for affordability, quality and design to enhance and support schools uniform policies. We are really proud that we are still supplying our very first schools’ uniform from over 40 years ago. We believe this is due to our resolute focus on offering the best service, quality and price to our customers and schools.

12,000sq.ft Head Office

This facility houses our Buying, Operations, Accounts, Web Sales and Warehousing departments giving us an efficiently run and controlled business. We have a fully integrated live business system that incorporates tills, real time sales and buying information, allowing us to closely monitor stock levels.

Patron Members of the Schoolwear Association

The members of the Association outfit over three quarters of Great Britain’s school children. We adhere to the Association Code of Practice which outlines the Ethical and Fair Trading policies. The Association is also in regular dialogue with a wide range of organisations including Government Agencies such as Department for Education, The Office of Fair Trading and the National Governors Association. The Association has also actively campaigned to have VAT removed or reduced on School Uniform.

Employing up to 50 people

We have a very experienced and loyal team of full time employees, all our staff go through training and all staff that are operating within in schools or a one to one basis have DBS certification. We feel it is important to support local people and the local economy.