FRAMINGHAM, MA: TJX Companies brand HomeGoods, a home furnishing and kitchenware retailer, has selected Edelman as its AOR after a two-month review.
HomeGoods issued the RFP in March, seeking a PR agency partner to help the brand further its business objectives as it expands its footprint and evolves its communications strategies.
A TJX spokesperson confirmed that the company hired Edelman, but declined to give additional details on the agency relationship. An Edelman representative also said it won the business, but didn't give more information.
In 2011, HomeGoods brought on Kwittken & Company. Representatives from the agency deferred comment to the HomeGoods PR team.
Edelman was also hired as AOR for TJX brands TJ Maxx and Marshalls in November 2011 after a competitive review. The agency was selected because of its “fresh approach,” as well as its strategic insights, industry expertise, and creativity.
TJX posted its earnings for the first quarter of 2013 on Tuesday, highlighting HomeGoods as one of the top performing businesses in its portfolio in the period, when it posted a 15.7% increase in sales to $690 million.