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Harvey Norman launches bold new uniforms in partnership with Total Image Group

Total Image Group

Key Facts:

• Harvey Norman Group partners with Total Image Group to launch first new uniform collection in 30 years, featuring distinctive striped shirts and custom knitwear
• Uniforms designed with brand-specific colours: red and white for Harvey Norman, blue and white for Domayne, using a 55/45 cotton-polyester blend
• Design process included multiple staff fittings and sampling rounds to ensure comfort and practicality across all roles
• Project represents collaboration between two female-led Australian companies, with focus on modernising brand identity
• New uniforms aim to increase staff visibility and improve customer experience in challenging retail environment

Harvey Norman launches bold new uniforms in partnership with Total Image Group

Sydney, Australia – September 2025 – With Australia’s retail sector navigating a challenging market and in-store shopping under growing pressure to deliver exceptional customer experiences, making staff highly visible and approachable has never been more important. Recognising this, the Harvey Norman Group has partnered with Total Image Group (TIG), Australia’s leading B Corp-certified uniform provider, to create a striking new custom-designed uniform collection. Developed in close collaboration with Harvey Norman and Domayne teams, the fresh range reflects a bold step forward in aligning staff presentation with the brands’ dynamic retail identity.

After 30 years, the Harvey Norman Group recognised the need for change. They sought a modernised look that would distinguish their brand in a competitive retail environment and, most importantly, resonate with their team. TIG was engaged to design and supply a uniform that was bold, inclusive, staff-approved, and fit-for-purpose.

“Harvey Norman and Domayne were clear in their goal. They wanted a uniform that not only looked great, but made their staff feel proud, seen, and connected to the brand,” says Pamela Jabbour, CEO of Total Image Group. “We’re pleased to have delivered on that vision.”

TIG approached the project with a strategic blend of creativity and functionality.  Shirts were crafted using TIG’s signature cotton-poly blend (55% cotton / 45% polyester), ensuring breathability, durability, and easy care. Each brand’s identity is distinctly represented through colour, with Harvey Norman’s red and white striped shirts and Domayne’s blue and white striped shirts. The range also includes custom-designed knitwear: crew-neck knits for women and quarter-zip knits for men, blending warmth, comfort, and style seamlessly. Each piece is finished with brand-specific detailing, with white accents on Harvey Norman’s red knits and blue accents on Domayne’s black knits, ensuring that both brands’ identities are clearly represented. Multiple rounds of sampling and fittings were conducted with staff and management to ensure a tailored, comfortable fit across all roles and locations.

Katie Page, CEO of Harvey Norman Group, shared her thoughts on the partnership: “After 30 years, it was time for a change. We needed a uniform that reflected who we are today — modern, functional, and aligned with the energy of our stores. Total Image Group understood this from the start. The result is a uniform that represents our brand well and is embraced by our team across the country.”

The final result is a sleek, fashion-forward uniform range that reflects Harvey Norman and Domayne’s forward-thinking brand while prioritising everyday practicality. The design enhances in-store visibility, boosts team morale, and sets a new benchmark for retail presentation. The project also marked a collaboration between two Australian female-led companies, with Pamela Jabbour and Katy Page working closely to align vision with execution.

“This project was about more than just changing a uniform; it was about reshaping how the brand is experienced, both by staff and customers,” adds Jabbour. “We’re proud to have delivered a solution that brings the brand to life in such a powerful way.”

 

For more information on Total Image Group and their custom uniform solutions, visit www.totalimagegroup.com.au.

About us:

ABOUT Total Image Group (TIG)
Total Image Group (TIG) is Australia’s leading B Corp-certified uniform provider, proudly Australian-owned and family-run by CEO and Founder, Pamela Jabbour. Since 2005, TIG has been redefining the uniform experience for over 350,000 Australians every day, delivering fashion-forward, fit-for-purpose designs that elevate brands and empower teams.

With in-house fashion design, socially responsible sourcing, and over 40 years of manufacturing expertise, TIG partners with some of the country’s most iconic brands including Ford Australia, RSPCA, HCF, the Australian Winter Olympic Team, and Harvey Norman. Under Pamela’s leadership, TIG blends creativity, craftsmanship, and game-changing technology to produce uniforms that inspire pride, boost morale, and make a positive impact on people and planet.

Recognised as an authority in the uniform industry, Pamela Jabbour regularly shares her expertise in leading publications and media outlets.

For more information, visit www.totalimagegroup.com.au.

Contact details:

Veronica Deufel

Senior Marketing & Communications Manager

M: 0425 276 702

E: [email protected]