Deichmann Shoes set to expand brand and stores in UK
German footwear giant Deichmann Shoes is set to expand its brand and number of stores in the UK this year, with a strong focus on growing its presence in the south of England.
The shoe retailer currently has 37 stores in the UK, but it is understood that the company is planning to roll out an additional 10 – 12 stores this year.
Deichmann Shoes will be launching an advertising campaign to support its expansion and has tasked the Birmingham office of growing media independent Brilliant to handle the media planning and buying business after a pitch.
Deichmann is the largest footwear retailer in Europe with some 2,800 stores in 19 countries. It first entered the UK in 2001 and in that time has become a well-known name on high streets across the North, Midlands and Scotland.
UK operations director for Deichmann Andy Underwood confirmed the planned expansion saying: “We are keen to grow our brand in the UK and have an extensive store opening programme in hand. With Brilliant as our partner we are certain we will succeed.”
The creative for the advertising campaign will see ads that were created in Germany being re-edited for the UK market.
Speaking this morning to The Drum Brilliant Birmingham MD spoke of his delight at picking up the Midlands office’s first major retail client: “This is further evidence of the market demand for an independent agency that combines both significant scale with client service, as well as a potent endorsement of our retail track record. We are delighted to be working with Deichmann.”
Bramwell launched the Midlands office of Brilliant two years ago and has grown its billings to £10m handling clients such as Calorgas, Club Med, Scrivens, Marketing Birmingham, Selco Builders Merchants and the Foster Care Associates.