Building an outstanding press office for furn., a leading UK interiors brand.
furn. is one of the UK’s largest suppliers of home furnishings and have been making and manufacturing beautiful design-led home furnishings from its base in West Yorkshire for the past 50 years.
Create:
Despite becoming home to some of the biggest home furnishing brands in the UK, sold in Next, Debenhams, and more major UK retailers. furn. weren’t known to the press – compared to its competitors.
So, with the aim of growing its reputation with consumers, this is where Prohibition’s press office would come in.
Engage:
Consumer trends research showed that shoppers crave design-led, high quality home furnishing products to create fun and personality-full interiors right at home, whilst sticking to tighter budgets. This is where Prohibition could uniquely position furn.’s affordable range of home accessories to press as the go-to in this space.
To engage press, we needed to demonstrate the brand had experts at its fingertips and was ahead of the trends; we worked to identify product placement opportunities in key titles, marrying with trend-led content showcasing hero products – such as their statement cushions, which hit headlines for ‘8 best outdoor cushions to make your garden sofas and chairs more stylist’ in The Independent.
Convert:
As well as raising awareness of furn., within key press and many households across the UK, our retail PR approach secured the following results:
- 110M campaign reach
- 37 pieces of coverage, including a mixture of print and digital; Absolutely Home, Ideal Home, Daily Mirror, and Good House Keeping
- Led to furn. becoming a permanently retained client and also winning with their sister brand Voyage Maison
