Homeform in talks with agencies over £20m ad brief

Homeform, the parent company of Sharps Bedrooms and Dolphin Bathrooms, is talking to agencies about its £20 million advertising account.

Conversations with agencies are at early stages, and the company has yet to create a long-list to fight it out for the business. The incumbent on the account is the Manchester-based agency BCMB.

Homeform, which also owns Kitchens Direct and Moben Kitchens, has 160 stores nationwide, as well as 12 dedicated telesales call centres. It operates from headquarters in Wolverhampton and Manchester, and has annual sales of more than £200 million.

In April, Homeform was acquired by Sun European Partners, the European advisor to the global private investment company Sun Capital Partners, for an undisclosed sum.

In November 2005, Homeform consolidated its combined media account into Brilliant Media. The agency had previously handled the TV activity, while Brand Connection managed press.

A spokeswoman for the company said: "We have not made any formal requests for pitches."