Allders moves City PR remit to Hogarth

Allders - the UK's fourth largest department store chain - has

hired The Hogarth Partnership after a review of its City PR brief.



Hogarth replaces eight-year incumbent Financial Dynamics on the

financial and corporate account after the external PR overhaul, which is

believed to have initially included up to six agencies.



A three-strong Hogarth team is led by partners Rachel Hirst and James

Longfield, who will report directly to Allders chief executive Harvey

Lipsith and finance director Dominic Lavelle, who was appointed last

November.



Hirst said the review followed Lavelle's appointment: 'The new

management team, with Dominic in place, has developed a clear strategy

for growth and they were looking for boardroom-level advice.'



The remit includes strategic, financial and corporate PR advice,

investor relations and communication of the group strategy.



Based in Croydon, Allders is embarking on an ambitious expansion plan.

The firm recently announced its aim to invest pounds 250m in opening 100

stores in Britain during the next five years. Allders is also currently

launching its home furnishings concept, with stores opening in

Guildford, York and Kingston.



'We will be working with the group's senior management team in

communicating the implementation of its strategy for delivering enhanced

shareholder value,' said Hirst.



'This involves growing Allders' own-label brands and home furnishings

business, at the same time as expanding and enhancing its store

portfolio.'



On the decision to appoint Hogarth, Allders CEO Harvey Lipsith said they

were impressed by the consultancy's focus on providing partner

input.



'This was a strong point of difference compared with the other

consultancies we reviewed,' he added.



Allders also retains Ryan Wheatcroft PR for trade communications.



Hogarth's client list also includes Barclays and Macmillan Cancer

Relief.



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