Starcom Group and J Walter Thompson are to work on a campaign to support the rebranding of key Kingdom of Leather stores under the name of its new owner, Italian furniture manufacturer and retailer Natuzzi.
Both agency networks already handle Natuzzi in Italy and it is thought that the creative advertising will be adapted for use in the UK. Hill & Knowlton has been appointed to handle PR.
Natuzzi bought Kingdom of Leather in 2003 and is rebranding and refurbishing five Kingdom of Leather stores in the South-east – at Thurrock, Edmonton, Croydon, Wembley and Harlow. The stores have temporarily been shut and will re-open in November under new branding.
The Italian furniture company declined to say whether the stores will trade under the name Natuzzi or Kingdom of Leather by Natuzzi when they are re-opened.
The remaining Kingdom of Leather stores will for the foreseeable future trade under the same name. The media buying account, worth &£1.4m, will continue to be handled by John Ayling & Associates; advertising is handled by Fox Kalomaski.
Natuzzi appointed Claire’s Accessories’ former chief executive Lyle Finlay as managing director earlier this year. Mike Storey is marketing director.