TK Maxx is launching the first of nine stand-alone homeware stores next month and has teamed up with BBC Good Homes Show to highlight the range.
The discount retailer has been established in the UK for ten years, and has sold homeware alongside clothes since then. But this will be the first time that the retailer will devote whole stores to its home range.
The first TK Maxx Home will open on May 19 in Coventry, two weeks after the BBC Good Homes Show. The launch will be supported by a print campaign.
The advertising will use the tagline “Shop the World” and will illustrate how TK Maxx buyers supposedly scour the globe to choose the pick of the bunch for customers.
To push awareness of the BBC Good Homes Show, TK Maxx will also launch a marketing campaign underpinning the BBC partnership, including PR, in-store and online advertising and direct marketing.
The “labels for less” retailer will style some of the rooms at the BBC show next month with products from its range, which includes glassware, cookware, ceramics, furniture, bed linen, soft furnishings, lighting, bathroom accessories and storage.
TK Maxx is growing at a rate of about 20 to 25 stores a year, and eventually aims to open 300 outlets in total.