Homeform to review 20m planning and buying work
Homeform Group, the parent company of Moben Kitchens and Dolphin Bathrooms is reviewing its £20m planning and buying account.
A number of agencies are understood to have been approached, but it is not known if incumbent Brilliant Media will repitch.
Homeform consolidated its media account into Leeds- and Manchester-based Brilliant in November 2005 (MW November 24, 2005). The agency had previously handled TV activity, while Brand Connection managed press.
The media review comes six months after the company appointed Delaney Lund Knox Warren to handle its advertising. The review was called in May, a month after the group was bought by Sun European Partners, a division of the global private investors Sun Capital Partners, for an undisclosed sum.
DLKW won the advertising business after pitching against RKCR/Y&R and Manchester-based BCMB, which had held been incumbent on the account for more than a decade.
Homeform, which also owns Kitchens Direct and Sharps Bedrooms, is the UK’s market-leading retailer of fitted home furniture. It operates from headquarters in Wolverhampton and Manchester and has annual sales of more than £200m.
It has 160 showrooms and recently announced a “major” investment programme, focusing on launching concept showrooms in key locations and refurbishing existing properties.
The investment in its showrooms will feature new products and more in-store services such as advice, design and planning and technical information. The £20m, three-year programme began last year. Homeform was not available for comment.
