Urbanfetch appoints St Luke's for London launch

- The online delivery service, Urbanfetch has appointed St Luke's to handle its high-profile launch in London.

- The online delivery service, Urbanfetch has appointed St Luke's to handle its high-profile launch in London.

The company is spending around £3m on a launch campaign to convince Londoners to use its free one-hour delivery service for goods ranging from microwaves to music.

Urbanfetch's spend is expected to rise to £10 million next year, matching its heavyweight spend in the US, which has included TV advertising.

The agency was appointed by Urbanfetch's US agency, Shepardson Stern and Kaminsky on behalf of the client.

Several agencies were approached but St Luke's was appointed without a pitch.

Urbanfetch was founded in New York last October and has proved hugely successful. It makes 1,000 deliveries per day in Manhattan and and claims daily sales in excess of $100,000. It is backed by the venture capitalist Vantage Point Partners.

Further expansion is planned in US cities including Boston, San Francisco and Washington.

London is seen as a key city for the company due to its lack of competitors. In the states its rival is Kozmo.com, which ran a series of popular ads starring Lee Majors last summer.

However, in November last year Kozmo sought unspecified damages as well as an injunction against Urbanfetch, accusing it of stealing its idea. Urbanfetch issued a counter-suit claiming $50m ( £30m) in compensatory damages and $10m in punitive damages.

The company will be offering a range of goods including books, music, computer games, DVDs and Palm Pilots.



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