Consolidated to rebrand with F-H

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

of PR.

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,

Lucas said.

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

increase sales.

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