Oswaldtwistle-based Studio Retail, the online value retailer has completed a rebranding project, which sees the end of the Express Gifts brand. The move comes with a refreshed visual identity for the entire business, including the trading brand, Studio.co.uk, which marks the start of an ambitious communications relaunch.
The rebranding project sees the retailer commit to its mission of becoming the nation’s leading multi-range digital value retailer and is the result of 12 months of research and planning. The bold new visual identity which has been introduced across corporate and customer-facing media, content and services, features a highlighted cherry ‘o’, a nod to the retailer’s value positioning and ‘We Do Wow’ brand strategy.
The new brand will be supported by an ambitious multi-channel campaign throughout the year, including the sponsorship of the fashion segment on ITV’s This Morning, as well as doubling its TV ad spend. This will see new fashion ads featuring capsule ranges and broader multi-category ads, with the first launching in April and set to the sound track of ‘Wow’ by Kylie Minogue. True to its digital ambitions Studio is also re-skinning its website and expanding its online marketing channels with significant increased investment in areas such as video content, programmatic, social media and influencer marketing.
The move comes after continuous record sales for the retailer, revenue for Q3 increased by 13.7%, with online sales increasing by 25%.
Paul Kendrick, Managing Director of Studio Retail, said: “2018 was a big year for us, seeing record performance for our Studio.co.uk offering. We have come a long way from our traditional catalogue heritage, with a bright future ahead and our new brand recognises not only what we have become, but what we want to be.”
Chris Chalmers, Marketing Director of Studio Retail, added: “Our new brand draws more attention to what we have become famous for – bringing our customers amazing products at fantastic value. Thousands of customers shop with Studio every day and in an age where customers want more for their money our new brand language, tone of voice and styling brings much more clarity and focus to what we are about. Value.”
