Littlewoods to use Lee for revamp as online brand

Littlewoods is to use Lee Publicity for a campaign to help consign its image as a catalogue brand to history and promote itself as a fashionable online retailer.

Lee Publicity will reposition it as a modern company, focusing on its ‘Love’ label and designer brands such as the Sadie Frost co-owned label Frost French.

The appointment comes after a tumultuous few years for the group, whose 70-year high-street presence ended this March.

Littlewoods Shop Direct, as the group is now known, only last month announced it was to close warehouses in Eccles, Wigan and Worcester, shedding 1,200 jobs. It cited ‘excess capacity’ as the reason.

‘Those who don’t know Littlewoods see it as unfashionable,’ said Lee Publicity account director Lara Lass-Burch. ‘We’ll highlight the strength and breadth of Littlewoods’ range.’

Littlewoods claims to be Britain’s largest online retailer in terms of the products it sells, which range from fashion to homeware.

Agencies that have previously worked for sub-brands within Littlewoods include Brazen and Cohn & Wolfe.

The group put its entire catalogue agency briefs up for grabs 13 months ago (PRWeek, 6 May 2005). The business has now been bundled into a single account and handed to Lee.

ZPR and Attenborough Saffron are believed to be among the agencies that pitched. Lee previously worked for the Kays Lifestyle and Abound brands. 

Littlewoods was founded in the 1930s by the Moores family, following the success of its football pools company of the same name. In November 2002, it was sold to the Barclay brothers for £750m .

The company sold its Index chain of catalogue shops to Argos and began the closure of its high-street stores last year. Many were bought 11 months ago by low-cost retailer Primark for £409m.

Littlewoods then merged with Shop Direct to form the Littlewoods Shop Direct Group.

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