Everyday Living hires ST&P for brand relaunch
Everyday Living has appointed ST&P to relaunch and reposition the retail furnituire brand after a competitive pitch.
The announcement:
The national retail furniture and bedding chain, Everyday Living, has appointed Melbourne’s ST&P to handle the relaunch and repositioning of the brand. Everyday Living has 70 stores, mainly located in Homemaker Centres across Australia.
The appointment of ST&P follows a competitive pitch. Everyday Living, and its associated company Sleep City, have historically spent $10m on marketing communications.
The Managing Director of Everyday Living in Australia, Frank Whitford, said that ST&P was appointed because it had a clear view of the company’s business opportunity and a fully developed strategy to reposition the brand in Australia.
“Our redeveloped product range, designed to appeal to a broader range of decorator styles, will make us more relevant to customers. We believe ST&P have created a campaign that will clearly differentiate us from our competitors.”
ST&P CEO, Bob Talbot, said that the appointment by Everyday Living was a major opportunity for the firm to demonstrate its brand building capability and maximise the sales potential of the company.
“Everyday Living already has a significant national footprint. Research indicates that brand recall was low, with no clear positioning in the marketplace,” he said.
“Our people will be working directly with the newly appointed Everyday Living merchandising team to bring an exciting new product range to market in a very inspirational way. The objective is to establish Everyday Living as the first place to turn when furnishing and decorating your home.”
“The Everyday Living promise is to help all Australians celebrate the joy of everyday living. By providing a wide range of well designed affordable furniture, we hope to inspire people to make the most of their home life,” he added.
