Marketing gurus to revamp Tecno

Four of the UK’s most respected marketers have taken over the Tecno photo retail chain and plan to relaunch it as an independent expert outlet in digital camera technology.

Carphone Warehouse managing director Charles Dunstone and deputy managing director David Ross, Richer Sounds founder Julian Richer and Pizza Express chairman Luke Johnson are to acquire all 27 UK Tecno stores from Era Group.

The sale is expected to be completed by the end of the year.

Dunstone, Ross and Richer have all built their reputations on selling well-branded and marketed high technology in user-friendly environments.

They now aim to do the same as photo technology moves away from conventional camera technology to PC-based digital camera technology.

Johnson, who oversaw the Pizza Express flotation last year, brings in more business and marketing expertise.

Little has been announced in terms of marketing or branding for the new scheme.

Observers say the Tecno name is likely to stay in place, although the marketing strategy and spend behind the brand will probably be reviewed under new ownership.

The foursome have taken over with immediate effect, but there are no planned changes to Tecno’s management structure and no redundancies are expected.

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