Trew brought in to refresh Allders

Department store Allders has hired Trew Relations to draft a communications strategy as the chain seeks to re-establish itself under new management.

The agency was hired without a competitive pitch although Allders’ new owner, the high-profile retail entrepreneur Terry Green, did look at several agencies.

The brief for consumer and trade PR focusing on brand and product support across 46 stores, will centre initially on its newly developed ‘aspirational merchandise’, including a new fashion range of ten as-yet-unnamed individual labels designed to appeal to a variety of consumers.

The range will be launched in September, and Trew Relations has begun work on the contract, which is on a rolling basis, initially for a year.

Trew Relations managing director Larissa Trew said the new management was ‘completely re-establishing the Allders brand’. She added: ‘The priority is to invite people to look at Allders as a fashion and shopping location.’

Trew will concentrate on establishing a good image in the mainstream media’s fashion pages as well as specialist fashion publications. ‘Allders is already quite an established fashion brand,’ said Trew. ‘But it has not been as refreshed as it needs to be.’

The appointment comes after Green helped Scarlett Retail, the firm he holds shares in, secure a £135m takeover bid for Allders in February. The store suffered after revealing a 2.6 per cent slump in sales for the 16 weeks to 18 January, after an attempt to position itself as the ‘fashionable end of Oxford Street’.

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