Kitcatt Nohr lands £11m Tyrwhitt brief

LONDON - Kitcatt Nohr Alexander Shaw has picked up the £11 million direct marketing business for Charles Tyrwhitt, the mail-order shirt company.

The agency won the account following a competitive pitch against two other undisclosed agencies. It will now work on repositioning the brand - which currently relies heavily on catalogue inserts - as a high-quality shirt company with a high-street and online presence.

Until now, the company has produced most of its direct communications in-house. Kitcatt Nohr will be responsible for all brand communications across its mail-order clothing line, online ordering system and high-street stores.

The review, which kicked off in April, followed the appointment of the marketing director, Alison Lancaster, who joined Charles Tyrwhitt from John Lewis in August last year.

The company, which was founded in 1986, now has annual sales in excess of £50 million and retail outlets in Paris and New York, as well as six stores in the UK.