Tile Giant is the UK’s best-loved tile retailer, with over 200 showrooms and implants in other Group brands such as Travis Perkins, Wickes, Benchmarx and City Plumbing Supplies stores. Tile Giant was started in 2003 to provide products that lead the way in trends and the latest materials, sourced in an ethical and sustainable way and was acquired by the Travis Perkins Group in 2007.
In 2015 Tile Giant wanted to re-brand themselves to raise the value perception and refocus their target market. They needed to soften their image appealing to the key decision makers in home improvement (women) without alienating their all important trade customers.
We worked with Tile Giant, helping to shape their new brand story which formed a integral part of their strategic plan. We developed a new bold ID (with a nice soft edge to it) that has been rolled out across the estate of 200 showrooms and online. We then went on to work with them to create their Trade sub-brand, above the line press activity, new look website, in-store value communications, inspiration, help & advice and promotional campaigns. We continue to support them today with their digital and printed design needs.
Within just a few weeks of each store re-brand, they returned some fantastic results. Most stores were delivering double digit increase in sales with a number reporting over 50% growth versus the control group. The appeal to women was massive, really delivering on their ambitions to make Tile Giant a place where women felt comfortable to shop rather than just being a tradesmen’s warehouse. A number of national press publications suddenly became interested in featuring Tile Giant products in their style magazines, a tremendous indication of the positive brand shift.