ST&P Melbourne wins Everyday Living relaunch
The national retail furniture and bedding chain, Everyday Living, has appointed Melbourne’s
ST&P to handle the relaunch and repositioning of the brand. Everyday Living has 70 stores,
mainly located in Homemaker Centres across Australia.
The appointment of ST&P follows a competitive pitch. Everyday Living, and its associated
company Sleep City, have historically spent $10m on marketing communications.
The managing director of Everyday Living in Australia, Frank Whitford, said that ST&P was
appointed because it had a clear view of the company’s business opportunity and a fully
developed strategy to reposition the brand in Australia. “Our redeveloped product range, designed to appeal to a broader range of decorator styles, will make us more relevant to customers. We believe ST&P have created a campaign that will clearly differentiate us from our competitors.”
ST&P CEO, Bob Talbot, said that the appointment by Everyday Living was a major
opportunity for the firm to demonstrate its brand building capability and maximise the sales
potential of the company.
Says Talbot: “Everyday Living already has a significant national footprint. Research indicates that brand recall was low, with no clear positioning in the marketplace. Our people will be working directly with the newly appointed Everyday Living merchandising team to bring an exciting new product range to market in a very inspirational way. The objective is to establish Everyday Living as the first place to turn when furnishing and decorating your home.”
1 Comment
Nice to see you on the winner’s circuit. I hope it proves to be a lucrative client on all counts.