21store.com appoints BDS to £2.5m launch

21store.com, the online digital retailer run by former Allied Carpets chief Geoff Brady, has appointed London advertising agency BDS Beechwood to its &£2.5m launch campaign.

Brady, who has also held the posts of trading director at Kingfisher’s Big W general store chain and managing director of Superdrug, appointed BDS, after working with the agency on the Allied Carpets business.

BDS has set up interactive division Beech2.com following its appointment to the account.

The 21store.com campaign will run in the national press, radio and online, backed by the strapline: “We know digital.”

The campaign will reflect 21store.com’s plan to offer digital technology, including cameras, wireless application protocol-enabled WAP phones and palm-sized computers, at prices ten per cent lower than on the high street.

Brady became executive chairman of 21store.com earlier this month, following his departure from Allied Carpets when the struggling chain was bought out by French furniture retailer Tapis St Maclou.

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