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
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
On the decision to appoint Hogarth, Allders CEO Harvey Lipsith said they
were impressed by the consultancy's focus on providing partner
'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