La Redoute launches offensive in UK for summer 2015

By

Matthieu Guinebault

Published
Feb 18, 2015

Formerly a subsidiary of Kering, the French mail order company is launching an aggressive media campaign in the UK for summer 2015. The announcement heralds its relaunch in a market with strong retail potential. For the effort, La Redoute has selected three new agencies to boost its "Frenchness". 

The Cheetham Bell agency will be responsible for advertising campaigns, iCrossing will lead the offensive on social networks, while Beattie Communications will be responsible for the national press. The trio was chosen from a group of 14 British candidates. 

"Collectively they all showed us a really exciting future for our brand that will bring French style confidence into the wardrobes of Britain," said Heidi Kenyon-Smith, head of marketing at La Redoute to the British press. "There will be a strong focus on inter-agency working with all three agencies, plus our existing media agency Carat Leeds, charged with boosting brand awareness and customer advocacy across their specialist comms channels." 

In 2013, La Redoute generated a turnover of 935 million euros, 25% was made internationally. With 7 million individual visitors per month, its sales site is among the top 10 most visited according to the French federation of e-commerce. A long-time player in mail order sales, the e-retailer is now present in 26 countries, including the UK. 

The preparation for its UK offensive comes after a troubled period for La Redoute, which the luxury giant Kering sold in June 2014.

It was acquired by Nathalie Balla, previously the company’s CEO, and Eric Courteille, the former secretary general of Redcats, the parent company of La Redoute and former subsidiary of Kering. The current team aims to return the company to profitability by 2017.

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