RALEIGH, NC: Bassett Furniture has selected French/West/Vaughan as its consumer PR agency partner as it expands with new store locations across the US.
The furniture retailer picked the agency following an informal review of several firms, said Rick French, chairman and CEO of FWV.
In recent years, Bassett handled its consumer PR in-house before bringing on the firm, French added.
The core team on the account includes five staffers based in Raleigh, NC, along with several team members in other offices, including New York.
FWV is tasked with supporting Bassett's store openings, such as its newest store in Birmingham, AL, which is set to open on November 1.
The retailer is also looking to enter a range of markets in coming months, such as Annapolis, MD; Westport, CT; Fort Worth, TX; and Boston.
“With some of the major retailers running into financial problems, some of the major manufacturers have decided to go direct to consumers with their own stores, and Bassett is certainly one that has been very aggressive with that strategy,” explained French.
In addition to media outreach, FWV will work on grassroots marketing and community initiatives and help with social media strategy. The firm began working on the business six weeks ago.
The contract for the account is ongoing, said French. Budget information was not disclosed.
Bassett Furniture, which was founded in 1902, has 89 company- and licensee-owned stores in the US, Canada, and Puerto Rico.