Littlewoods rethinks catalogue strategy

Littlewoods is reviewing the PR strategy across its home-shopping brands.

The retailer is looking to rejuvenate its offer in the face of fierce competition from firms such as Next Directory, cable TV shopping and websites.

PR work for brands including LX Direct is up for grabs, in addition to sub-brands under the Shop Direct umbrella, such as Kays Lifestyle, Abound and Additions Direct.

'We are looking at this on a brand-by-brand basis and won't necessarily hire (just) one agency,' said a Littlewoods spokesman, adding that the review was motivated by 'standard business practice'.

It is thought that around six agencies will take part in a pitch process, for which firms have been asked to submit written proposals.

Agencies including Brazen PR and Cohn & Wolfe currently promote brands within the Littlewoods empire. The spokesman declined to specify what their roles could be in a revamped agency line-up.

Any agency appointed would report to individual brand directors for the brands up for grabs.

Littlewoods, owned by the Barclay brothers, hit the headlines late last month when it revealed that it was planning to close 126 of its loss-making Index catalogue-based shops.

The decision followed nearly 20 years of losses at the chain.

The Barclay brothers bought Littlewoods from the Moores family in 2002 for £750m.

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