Soft furnishings firm Plumbs is planning a marketing initiative designed to take the heritage loose furniture covers and re-upholstery brand to a wider audience.

The Preston company has hired The Market Creative — whose client base spans home brands including Sharps and Silentnight — to develop its marketing programme.

The Market Creative will help Plumbs’ made-to-measure sofa re-upholstery appeal to a wider audience group, with the strategic brand and retail agency to develop a customer segmentation, which will inform a programme of marketing activity.

Sue Benson is md at the Trafford Park based agency. She said: “We’ve already looked at the semiotics of the category, competitor activity and used our 'Ask 100 Shoppers' service to establish how Plumbs can widen its appeal.

“Our aim will be to develop a way forward that attracts a broader audience without alienating existing customers that are loyal to the brand.”

Plumbs lost £1.2m in 2014 as turnover dropped 4.2 per cent to £26.1m, with the company saying last year that restructuring work had left it well placed to meet its challenges head-on.

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