Homestyle appoints CheethamBellJWT to retail branding brief

The Homestyle Group has renewed its relationship with CheethamBellJWT by appointing the Manchester agency to handle creative work on its Rosebys and Fabric Warehouse retail brands.

The new appointments come three months after Homestyle switched the creative assignment for Harveys, its furniture and furnishings chain, from CheethamBell to Soul.

Rosebys, with 380 stores, will be promoted with a through-the-line campaign capitalising on its offer of contemporary styles at competitive prices and a comprehensive service.

Using the line "Rosebys dress your home beautifully", the advertising will run across women's magazines, national newspaper supplements such as The Mail on Sunday's You magazine and regional press. In-store communications will support the activity.

At the same time, Homestyle is putting £2.2 million behind a campaign to launch the Fabric Warehouse at a national level.

The agency's brief is to relaunch the brand to a more upmarket female audience via ads in publications such as Hello!, OK! and The Daily Telegraph magazine.

Media buying for both accounts is by Perception in Chelmsford.

Abi Swainbank, the CheethamBellJWT account director on the business, said: "Existing Fabric Warehouse customers know they're dealing with experts. We just needed to find a way to communicate the range of products and trustworthy service that it offers to everyone else."

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