The7Stars to help Allied Carpets move upmarket

Allied Carpets, which re-emerged from administration last year, has appointed media agency the7Stars to help address brand perceptions as the company looks to move more upmarket.

The new company, which now trades as Allied Carpets Retail Limited, was formed when former Allied Carpets chief executive Clive Hutchings bought 51 stores out of administration.

The now defunct business was sold by former owner Tapis Saint-Maclou to Sigma Capital last March and placed into receivership in July.

The agency is tasked with increasing footfall and helping shift brand perception. It will focus on online communications and the continued development of Allied Carpet’s new website.

The7Stars won the business after a three-way pitch. Account director Liam Mullins says: “It’s an exciting challenge to re-establish such a well-loved company, and we are looking forward to creating a campaign that will reinvigorate the Allied Carpets brand.”

At the time of the buy-out from the administrator, Hutchings said: “Allied Carpets is a good business and, through this sale and additional funding, both the retail and inspections businesses now have the opportunity to strengthen their respective market positions, build on the Allied brand and ensure an ongoing commitment to unrivalled customer service.”

Prior to Allied Carpets going into administration, its media was handled by Carat.