Cheetham Bell to help Dorma widen appeal

Dorma, the high-end bed linen and toweling company, has appointed Cheetham Bell JWT to work on a national repositioning of the company.

The agency won the business without a pitch.

The company has traditionally appealed to women aged 45-plus but wants to position itself to appeal to a wider market. It is expected to start targeting younger customers as part of that shift.

The repositioning will be completed by the end of the year and is likely to include rebranding, a redesign of packaging and a national ad campaign. The company is already preparing to launch a range of bedlinen in the summer that has been designed for a younger market.

Jane Clancy, managing director of Manchester-based Cheetham Bell JWT, says: "We have a very strong reputation in marketing among women, particularly when it comes to fabrics and items for the home. It’s a category we understand."

The agency is now carrying out research to formulate a new market position for Dorma and will start on creative work shortly for its latest product launch.

The company was started in Manchester in 1841. In 1920 the Dorma brand was created and it has since become one of the country’s top bedlinen brands. It holds three Royal warrants and is stocked in leading department stores such as House of Fraser and Debenhams.

The company has long held a reputation for fabric innovation and quality.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here