Boxer wins Fabric Warehouse business

The UK's leading soft furnishing retailer, Fabric Warehouse, has appointed design consultancy Boxer as its retained design agency.

Boxer will begin by developing a spring promotion for Fabric Warehouse followed by a brand refresh project including all 40 stores.

Fabric Warehouse CEO Tony Richards said: "Boxer demonstrated an in-depth understanding of the key issues facing our business and has developed some exciting ideas which will inspire and engage both existing and future customers." "Boxer adopted a long-term strategy, designing a three-year plan to help build the brand by mapping out where the business should go and how it should communicate." As Fabric Warehouse's retained agency, Boxer will be responsible for creative in all media campaigns.

In addition, Boxer will also be responsible for all in-store communications and following an in-depth brand audit of the store and its competitors will review and refresh the brand positioning.

Giles Poyner, Boxer's business development director said: "Fabric Warehouse has undergone a management buy-out from Rosebys, so the management team has made a huge investment in the company - both financially and emotionally." "This new freedom has led to a rejuvenated company and they want their visual identity and communications to reflect this." Boxer Group creative director Paul Castledine added: "We have developed an imaginative approach, encouraging the retailer to think beyond how it traditionally would communicate with its customers." "Our designs really captured the management team's imagination and I'm confident the work we produce will inspire consumers to visit the Fabric Warehouse to create inspirational looks for any home." Boxer was appointed to the account following a four-way pitch.

First work will launch in spring 2007.

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