Cheetham Bell JWT has won the &£3m advertising account for Rosebys, the soft furnishings retailer owned by the Homestyle Group.
The pitch was overseen by deputy managing director Tony Richards, who is responsible for marketing. Newcastle-based agency Karol Marketing also pitched for the business.
Rosebys sister company The Fabric Warehouse, a curtain and blind retailer, was also moved to Cheetham in August (MW August 28). However, in the same month Cheetham lost the Harveys account, also owned by Homestyle, to Soul. Harveys had increased its marketing budget to &£12m to compete with DFS and Courts.
Rosebys campaign by Cheetham will use the strapline: “Rosebys, dress your home beautifully.” It will appear in women’s magazines, national newspaper supplements such as The Mail on Sunday’s You magazine, regional newspapers. A direct marketing and point-of-sale campaign will also be created. The campaign will attempt to highlight the affordability of Rosebys products and capitalise on the home makeovers trend.
Rosebys has 380 outlets in the UK, split between high street and retail park stores.
The Homestyle Group was created following the acquisition of Harveys by Rosebys in 2000. Chelmsford-based Perception handles the media planning and buying for both Rosebys and The Fabric Warehouse.