In-house team updates Littlewoods brands

Littlewoods Shop Direct, the home shopping group, will relaunch its two key youth retail brands, Additions Direct and Abound, with a fresh brand identity, new-look catalogue and on-line offer, as part of a long-term strategy to overhaul the company’s image in general.

The majority of the design work will be carried out in-house, under the leadership of creative director Mark Evans. Evans does not rule out the possibility of working with external designers on the project as it develops.

‘If we recognise that we want a different point of view, we will look to external designers for engagement. We are at the information-gathering stage, drawing lines in the sand to outline our possible direction and time-frame,’ says Evans.

Additions Direct and Abound sell high-street fashion, homewares and electrical appliances. The project will follow the relaunch of the company’s main Littlewoods brand, which now features a revamped brand identity, designed in collaboration with The Bureau, and an updated catalogue and website, which have been designed in-house.

Last week, chief executive Mark Newton-Jones announced plans to double the group’s on-line sales to £750m in the next three years and pledged a multi-million pound investment in the company.

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