Isobel wins launch task for Ilva furniture chain

Danish furniture retailer Ilva has appointed Isobel to its advertising account, with a brief to create a launch campaign for the opening of its first three UK megastores.

Isobel, which won the account without a pitch, is believed to have courted the retailer for over a year. It is understood the chain’s management talked to other agencies before handing Isobel the business this week.

The chain, which is run by former Habitat and B&Q chief executive Martin Toogood, is planning to compete with Ikea, although it is slightly more expensive than the Swedish retailer. It has been dubbed “Ikea for adults”.

Ilva has three stores in Denmark and has been planning an aggressive launch and expansion in the UK since Toogood led a buy-out by venture capitalists Advent International two years ago.

The retailer has located sites for the three UK stores: at Manchester, Thurrock and Gateshead. The first store is expected to open at the end of this year with the others following soon after. Ilva stores occupy about 120,000 sq ft, less than half the size of the 250,000 sq ft Ikea outlets.

The store-opening campaigns are likely to use posters, door-drops of catalogues and ads in local press.

Toogood has spoken of opening up to 20 stores across the UK in the next ten years. Isobel managing partner Paul Houlding says that as more stores open, the chain will consider television advertising.

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