Heal’s builds marketing team for national drive

Heal’s, the London-based upmarket furnishings retailer, is expanding its marketing operation as a prelude to building a nationwide chain.

The 187-year-old business, which received an injection of cash when it floated on the stock exchange last month for 21.3m, is currently looking at sites in Manchester, Glasgow, Birmingham, Bristol and Bath. It already has three stores in the London area.

The designer-style store will try to assert its position as a more exclusive alternative to Habitat.

In 1990, the management conducted a buyout from Habitat’s holding company Storehouse, which had owned Heal’s for seven years. Its two stores in central London are both situated next to Habitat shops.

The new stores will be designed in the same style as the London ones – to target customers aged 25 to 44-years-old. The Heal’s range has been expanding since the management buyout.

A spokeswoman for Heal’s says the company, which does not have any staff exclusively involved in marketing, will be appointing a marketing team to oversee the operation. It is not yet clear if it is looking for a marketing director.

Heal’s recently launched a 300,000 campaign through its advertising agency Leagas Shafron Davis on London Underground poster sites, which will be followed by a push in glossy magazines later this year.


    Leave a comment