COLUMBUS, OH: Consolidated Stores has hired the Cleveland office of
Fleishman-Hillard to help with a major rebranding campaign.
The company, which operates 1,291 stores under six different names
across the United States, is changing all its store names to Big Lots,
and expects to spend dollars 25 million over the next two years on the
rebranding initiative. PR spending will be a part of that, but a figure
wasn't available for how much will be allocated.
Fleishman is helping develop key messages for the first wave of store
conversions starting in May, said Keriake Lucas, Consolidated's director
Another source said Fleishman is angling to become Consolidated's agency
of record (the company currently does not have one), a plum that could
mean a seven-figure annual fee. Lucas said the company is discussing 'a
number of projects' with Fleishman, but for the time being is
concentrating on its upcoming store name changes.
Fleishman was selected for the project because of its national reach,
Consolidated, which sells closeout merchandise, reported retail sales of
dollars 218.9 million in March and dollars 448 million for the year to
date. The company hopes that creating a national brand will help