India & UK DLF Brands call for creative pitch for its retail brand

Steve’s breakdown: The home solutions brand has already met a few creative agencies but no decision has been made. The size of the business is said to be between $1.8-2.3million.

UPDATE: 8/4/11: DFS, the furniture retailer, is reviewing its £80 million advertising UK account. So look for another region to go into review.

NEW DELHI, INDIA: DLF Brands, the fully-owned subsidiary of DLF, is on the lookout for a creative agency for its retail brand, Pure — Home + Living. The home solutions brand has already met a few creative agencies, and in the coming weeks, will be going through a few more presentations made by creative agencies.

This is the first time that the retail brand is scouting for a creative partner. Prior to this, it was working with a small creative shop, on project basis.Confirming the development to afaqs!, a senior official of the company, on the condition of anonymity, says, “We are looking for a creative partner to draw a complete strategy that will include all media — television, print, outdoor and digital for our home solution retail brand.”

DLF Brands opened the first flagship store in February 2011, in Delhi. The store offers a wide range of home furnishings, lighting, bathware, glassware products and living products, and is built around an area of 20,000 square feet. According to several media reports, the company plans to launch 30 new stores in the next three years, and is looking at an overall investment of Rs 200 crore for these stores.

For the record, DLF is one of the largest real-estate companies in India. The company claims to have 399 million square feet (msf) of planned projects, with 56 msf of projects under construction currently. The company’s primary business is development of residential, commercial and retail properties.

The company is also known for pioneering the retail revolution in the country, with the launch of City Centre in Gurgaon in 2000. Currently, DLF is actively creating new shopping and entertainment spaces all over the country. The company claims to have land resource worth 86 msf for office and retail development, with 16 msf of projects under construction.

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