London consultancy Bureaux is rebranding the entire Falmer clothing label, following its £1.25m sale to value retailer Matalan last month.
The consultancy’s brief is to reposition the brand as it seeks to increase its sales.
Matalan plans to relaunch Falmer’s image, to place it in direct competition with leading jeans labels such as Levi Strauss, Lee and Wrangler. Falmer’s target age group is 18-35.
In addition to creating a new identity for the brand, Bureaux will develop product and graphic design, product literature, marketing materials, packaging and labelling.
Bureaux director David Edgar says: “This is a great opportunity to provide our comprehensive service and apply our extensive skills. [We plan] to inject new life into Falmer and reposition the brand in line with Matalan’s business objectives.”
Matalan chief executive Angus Monro adds, “We appointed Bureaux for its experience, exceptional work in this sector and our successful relationship over the past 18 months with the rebranding of Matalan’s core business.”