Released on = June 1, 2007, 10:45 pm

Press Release Author = Bharat Book Bureau

Industry = Marketing

Press Release Summary = Lion Apparel is the world's largest manufacturer of
protective apparel for firefighters. It is a significant player in North America,
Europe and Asia Pacific. The company was founded in 1898 to sell apparel to farmers.
In the 1930s

Press Release Body = Lion Apparel: a Leading Supplier of Protective Apparel for
Firefighters

Lion Apparel is the world's largest manufacturer of protective apparel for
firefighters. It is a significant player in North America, Europe and Asia Pacific.
The company was founded in 1898 to sell apparel to farmers. In the 1930s it started
selling uniforms for employees in petrol service stations. However, it was not until
the 1960s that it began to diversify into firefighter uniforms. This proved
prescient, as the 1970s oil shock badly affected sales of Lion's service station
uniforms, and the company moved more aggressively into the firefighter apparel
business. Lion's firefighter apparel sales have grown organically and through two
acquisitions: Janesville and Body-Guard.

Lion was the first company to introduce a number of fabric innovations to the fire
apparel market, including PBI (polybenzimidazole), Gore-Tex and a moisture
management system using Teflon. Lion also introduced the concept of a wholly managed
service for fire brigades. This contractual service operates under the brand of Lion
TotalCare and supplies, cleans, repairs and replaces firefighters' clothing and
equipment. Lion's firefighting apparel is made inherently fire-retardant through the
use of a combination of materials. The key elements of its flame retardant apparel
are PBI, Kevlar and Nomex.

The future looks good for Lion. The company has expanded successfully from an
initial base in the USA to Europe and Asia Pacific. It is involved in various joint
ventures around the world which bring in large business contracts. And, even though
the future market for firefighting apparel is unlikely to diminish, it is looking at
other markets and launching new product lines-such as the MT94 multi-threat
garment-which will take its business to other sectors.



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