Limerick is the destination for shrewd shoppers eager to buy hand-tailored suits at rock bottom prices.
The closure of the Danus factory in 1974 due to a recession in the textile industry resulted in the loss of 325 jobs. In order to repay creditors and workers following the shutdown, Danus managing director Donie O'Donovan decided to take matters into his own hands. He is selling 10,000 suits, amounting to half a million pounds worth of merchandise, directly from the Danus factory premises.
Donie O'Donovan says cutting out the middle man and selling quality merchandise at factory prices has proven to be,
A phenomenal success, beyond my wildest dreams.
In retaliation, Limerick traders and drapers slashed their prices and the great Limerick suit war began.
People from all over Ireland are travelling to the Danus factory but rather than damaging trade, for drapers like Mike Moore, business is booming.
The amount of publicity it has got it has brought a lot of new customers into Limerick.
Donie O'Donovan has no sympathy for Limerick retailers.
I think they have got the greatest couple of weeks they have ever got in their history.
Customers in the Danus factory are generally pleased with the quality and price of the merchandise and they majority intend to buy suits.
Rather than being the end of the line for Danus, Donie O'Donovan believes selling suits directly from the factory to the public heralds a new direction for the company.
It's the future of merchandising, its happened all over Europe; I can’t see why it can’t happen in Ireland.
A 'Newsround’ report broadcast on 30 March 1975. The reporter is Sean Duignan.