Homestyle has chosen Manchester-based Cheetham Bell to help
relaunch the ailing home decorating chain, following its purchase by a
venture capital company last autumn.
Cheetham Bell will work on rebranding the retailer’s 300 stores - which
cover both the Fads and Homestyle brands - as well as in-store
promotions, direct mail and a print advertising campaign.
The relaunch is the brainchild of the chief executive, David Medcalf,
who was installed by Homestyle’s new owners, Alchemy Partners, late last
year. Alchemy acquired Homestyle from Boots for a nominal sum with a
view to investing in the business. The chain began life as Fads.
Medcalf is understood to have hired Cheetham Bell without a formal pitch
after seeing the agency’s recent work for Crown Paints.
Media stays with BMP Optimum