The furniture group, Kingsbury, has shortlisted three agencies for a
major campaign to give its 65 stores a stronger brand personality.
Banks Hoggins O’Shea, Saatchi and Saatchi and Walsh Trott Chick Smith
have been selected to make presentations later this month on how to help
the group’s Kingsbury Interiors and Wades chains stand out from the
clutter of a fragmented furniture market.
Kingsbury Interiors is a chain of large outlets, mainly found in retail
parks, which specialise in upholstered items. Wades is a chain of
smaller shops located mainly in high streets around the UK.
Kingsbury rose out of the ashes of Waring and Gillow, a group that
foundered in the late 80s after a management buyout. This led to the
appearance of the former Sketchley director and entrepreneur, Simon Bee,
as the managing director. Bee took control of its retail brands -
including Maples and Kingsbury Warehouses - and set a recovery plan in
This included the disposal of the Waring and Gillow and Maples trading
names, a pounds 24 million flotation on the stock market last year as
Kingsbury, and now an advertising-led marketing onslaught.
The Northampton-based Kingsbury, which currently uses a small East
Anglian agency called DCN, has retained Jeanie Bergin as an independent
consultant in its search for an agency. Bergin, the former chairman of
FCA, is currently the group marketing director of Golden Rose