DRAGGING FAMILY BUSINESS TO NEW HEIGHTS

~Table Of Contents~
1. 2. 3. 4. 5.

Introduction
Claim to fame Family Ties Into The Deep End Working With Dad

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introduction
Fiona Mackintosh is driving new markets and raising the fashion stakes at Draggin Jeans, the rider-safety gear business her father founded 15 years ago.

Mackintosh, 30, was appointed general manager 18 months ago, at only 28, after four years as marketing manager in the family business. The Draggin brand has built its reputation creating light-weight motorcycle gear that uses Dyneema, a material claiming to be 10 times stronger than steel.

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Claim To Fame

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Claim To Fame
Fiona's father Grant, 68, catapulted the brand to fame by filming himself being dragged in the jeans at 80 km/h behind a motorbike
This stunt has since then been performed numerous times, including to a live audience at the Phillip Island MotoGP by a professional stuntman at a record 200 km/h.

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Family ties

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Family ties
Although Grant is the only family member willing to be dragged behind a motorbike to boost the profile of the business, all four members of the Mackintosh family are involved in Draggin.
Working in the business her father started has presented its own challenges. She says there has been a significant turnover of staff in the five years since she began, brought about by the change in culture, which has been part of her strategy in reinvigorating Draggin into a more youthful brand.

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into the deep end

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into the deep end

Mackintosh lists her greatest achievement as leading the business to win the prestigious international industrial design Red Dot award last year, presented in Germany. She says going from marketing manager to general manager was a steep learning curve. Mackintosh has also taken over long-standing supplier relationships her father established. She's made a point of meeting suppliers face-to-face and learning to speak up in meetings. Mackintosh is now overseeing the team of 10, and is managing the manufacturing of the international product range in Fiji and expanding the export side.

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working with dad

CEO Grant (Dad)

GENERAL MANAGER Fiona Mackintosh (Daughter)

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working with dad

Mackintosh has always looked up to her father, who encouraged her to enter the business world.
He has been quite inspirational in the way he's created Draggin," Mackintosh says. The pair sits opposite to each other in the office and Mackintosh says they share the same vision for the business.