TK Maxx owner launches Europe-wide hunt for PR and social agency

TJX Europe, the business behind high street retailer TK Maxx, is searching for an agency to ramp up its PR and social media across Europe.

Off the peg: TK Maxx wants to highlight its fashion credentials
Off the peg: TK Maxx wants to highlight its fashion credentials

The pitch, which is being handled by intermediary Oystercatchers and TK Maxx group managing director Deborah Dolce, is at an initial RFI stage.

The retail giant is searching for a single agency with international reach throughout the continent to handle both PR and social duties.

As well at the firm’s discount clothing stores, the brief encompasses Home Sense, TJX Europe’s homeware store, which launched in 2008 and has 24 locations in the UK.

The process is expected to be completed by October.

The ‘off-price’ retailer, which sells current season brands and designer labels at a discount of up to 60 per cent, has attempted to move away from its perception as a budget clothing store in recent years and instead push its fashion credentials.

It is undrstood the retailer will continue PR and social activity based on its fashion-focused ‘Brands For Less’ concept.

US parent firm TJX Companies has targeted Europe for continued growth, with a long-term goal of owning 700 stores in the region. TK Maxx outlets numbered 343 in the UK, Ireland, Poland and Germany at the end of 2012.

Dolce confirmed the review and commented: ‘This is a very exciting time at TJX Europe as our business grows from strength to strength.’

A number of UK agencies have worked with the discount giant to promote its charity tie-ups in the past.

However this is understood to be the first time a single agency has been sought at a Europe-wide level.

The successful agency will work closely with the TJX Europe in-house team and Brooklyn Brothers, which picked up the retailer’s pan-European ad work, understood to be worth £20m, at the end of June.

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