Samurai
Primosole Holdings · United Kingdom
Samurai is a British sportswear brand specialising in rugby teamwear, founded by Terry Sands and now controlled by Primosole Holdings. It supplies kits to clubs, schools and teams and has added lifestyle clothing sold direct to consumers.
| Founder | Terry Sands |
|---|---|
| Owner | Primosole Holdings |
| Core category | Rugby teamwear |
| Club partners | Leicester Tigers, Exeter Chiefs |
| Website | samuraisportswear.co.uk |
What is Samurai?
Samurai is a UK teamwear brand rooted in rugby, with around 25 years of history in British sportswear. It was founded by Terry Sands, and its management operates from London.
Products and positioning
The core business is club kit. Samurai makes match, training and leisure wear for rugby, netball, hockey and cricket clubs, as well as schools and corporate clients. Kits are produced at the company's own factory in Shenzhen, China.
- Rugby match and training kits
- Teamwear for netball, hockey and cricket
- Lifestyle clothing including organic cotton T-shirts and leggings
Samurai has supplied kit to Premiership Rugby clubs Leicester Tigers and Exeter Chiefs, and has been the official apparel and ball provider for Premier Rugby Sevens.
Distribution
After Primosole Holdings took a controlling stake, the brand moved to a new positioning that pairs modernised teamwear with direct to consumer e-commerce and selected boutique fashion and sports stores. It also works with distributors in markets including Japan, Fiji, Samoa, Australia, New Zealand and Kenya.
Why it matters
Samurai illustrates how a specialist teamwear supplier can extend its club credibility into lifestyle apparel and direct sales.
Frequently asked questions
Who owns Samurai Sportswear?
Samurai is controlled by Primosole Holdings, which took a controlling stake in the brand.
What does Samurai Sportswear make?
Samurai makes rugby and other teamwear kits for clubs, schools and companies, plus a lifestyle clothing line.