Thorn tests Radio Rentals revamp

Thorn is revamping seven of its existing Radio Rentals outlets and renaming them Radio Rentals Express in an attempt to modernise the brand.

The company wants its new stores to be strong retailers rather than showrooms and is making more goods available for immediate take-away – hence the name Radio Rentals Express. It is also modernising the look of the stores with wooden floors, chrome fittings and a more open design.

The company says it is piloting the new style stores but will not comment on whether the existing 520 stores would all eventually be rebranded.

“With this new look we are modernising the brand and changing the mix of goods we have

available,” says Mike Ryan marketing and commercial director for Thorn UK.

Thorn has pinpointed the rental of dishwashers and dryers as a growth area and is also hoping to capitalise on the launch of digital TV later this year with a larger range of widescreen televisions.

The rental market was hit hard last year by building society windfalls and the increased rate of insurance premium tax.

Thorn’s 11m Radio Rental account is under review. O&M and GGT are pitching, but incumbent WCRS is not repitching.

This week, the company revealed that it had received a preliminary approach that could lead to an offer being made for the Thorn group.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here