For over four decades, Alfa Menswear has stood as a trusted name in men's fashion, offering a curated blend of timeless tailoring and contemporary style. Originally launched as a family-run business, its commitment to exceptional service and high-quality garments remains unchanged - even as it enters a new era. In August 2023, Jeremy Lawson, whose roots in menswear run deep through his father’s clothing business, took the helm. Today, Jeremy is honoring Alfa’s legacy while bringing a modern vision to the forefront - combining personal customer care with smart technology. In this exclusive interview, he discusses his journey, his core values, and how tools like Loyverse POS are helping him elevate Alfa Menswear for the next generation..

Can you tell us the story behind your retail business—how and why did you decide to start it?

My business has been trading for 40 years, but I took over as a new owner in August 2023. Menswear is my background. I worked for my father from the age of twelve in his clothes shop. I did a variety of jobs in the meantime, including running mobile shops. Afterwards I did some other jobs in between and decided to come back to where I started which was retail of mans’ clothing. The opportunity came up when a friend of my father’s announced his retirement. I stepped in and continued the business with the same name, took on a new lease, found some new suppliers and kept his existing suppliers as well. 

What were some unique challenges you faced when you took over the business, and how did you overcome them?

I suppose footfall is always challenging, so we do a lot of weeding fairs to drive people to our store. We do a lot of wedding attire so spring is a really good time of the year when people think about getting maried. We do a lot of weeding suits,shoes, shirts and ties to go with it. Driving traffic through those fairs has been one of our main strategies.

Looking back on your journey so far, what philosophies or values have guided you through the ups and downs of entrepreneurship?

Looking after our people is a top priority. Our staff is incredibly important - many stayed on from the previous ownership. Providing excellent service is at the heart of our philosophy. We believe that if we go the extra mile, whether it’s a same-day alteration or a quick turnaround with the tailor, customers notice. That kind of service keeps people coming back. It’s a reputation that’s been built over decades, and we’re committed to upholding it.

What type of advertisement do you use for your business?

We mainly use social media and advertise in wedding fair magazines. A dedicated social media company manages our Instagram, Mailchimp emails, and Facebook presence

Do you plan to open more branches in the future?

I wouldn’t rule it out. If we manage to make this one successful, that would be something I would look at in the future.

How did you first hear about Loyverse, and what made you decide to use it for your business?

We started using Loyverse about a year ago. Previously, we were using another POS system, but the reporting features were lacking. What I love about Loyverse is the detailed breakdown by category—it allows me to track sales for suits, shirts, belts, and shoes. This level of reporting made it an easy choice for us.

Do you use any of the integrated card payment system in your store?

Yes, we are currently using Teya which integrates seamlessly with Loyverse POS, and in comparison to the other payment systems it is paid next day which is always good for the volume of transactions that we do. It is nice to have the money in the bank straight away.

How has been your experience with the Employee Management add-on?

Employee Management has been incredibly helpful. It allows us to restrict access rights and also track performance. For example, if someone is struggling with suit sales, I can see that through the system and arrange training accordingly. Being able to see who sold what is vital - not just for accountability, but for staff development.

In terms of reporting and analytics, how valuable is the data you obtain from Loyverse in terms of understanding your retail shop's performance and making informed decisions?

The reporting is well worth the investment. As I mentioned, I can see sales by employee and by category, and I can also pull up specific transactions if a customer asks about a past purchase. For instance, someone might say, “I bought trousers last year—can you check the size?” I can quickly find the receipt. I also use the Dashboard app all the time to monitor performance week-to-date, month-to-date, and year-to-date.

Which features of Loyverse have had the most impact on your day-to-day operations?

Advanced Inventory is probably the most impactful. It helps us track what we’re holding in each department, and we use that data to plan future purchases. When booking stock for the next year, I can look at what we’ve been selling and make informed decisions. This feature is one of the main reasons we chose Loyverse over other competitors.

Have you integrated Loyverse with any other software/system?

Yes, we are using integration with Xero for our accounting needs. 

What advice would you give to new or aspiring retail entrepreneurs, especially about choosing the right tools and staying competitive?

First, get relevant industry experience. I once considered buying a bar, and while I had both bar and management experience, I didn’t have managerial experience in that sector - which made it a risk. So my advice is to gain experience by working for someone else in the field you’re interested in.

Second, create a solid business plan. Don’t be afraid to ask for help—there are plenty of people willing to support you. I also recommend joining a local networking group to test your ideas with others.

Third, build strong relationships - with your suppliers, your staff, and your customers. Working for yourself is incredibly rewarding, and I absolutely recommend it over working for someone else.