Shirt retailer kicks off £6m DM review

Charles Tyrwhitt, the mail-order shirt company, is reviewing its direct marketing account, which is backed by a £6 million spend.

The luxury shirt retailer, a heavy user of catalogues and inserts in newspapers and magazines, is speaking to agencies about a brief to handle all of its brand communications across its mail-order clothing line, online ordering system and high-street stores.

The move follows the appointment of the marketing director, Alison Lancaster, who joined the company from John Lewis in August 2006.

Charles Tyrwhitt produces most of its direct communications through its in-house advertising team. However, it has recently appointed Six Design to work on the creative design for its catalogues.

Charles Tyrwhitt was founded 20 years ago as a mail-order company supplying luxury tailored shirts. However, it is expanding on the high street and has a flagship store on London's Jermyn Street, as well as shops in Paris and New York.