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Furniture firm MFI hires Smoking Gun to rebuild reputation


By The Drum Team, Editorial

December 6, 2011 | 1 min read

Furniture company MFI has appointed Manchester-based Smoking Gun to handle its PR as it relaunches as a web retailer.

MFI was one of the first high street casualties of the recession when it crashed into administration three years ago. But it is now returning online under the new ownership of Walker Capital.

Adrian Storr, MFI commercial director, said: "We fully understand the challenges ahead of us to make the business a success and needed a partner we could trust to guide us with our customer communications."

Smoking Gun was hired after a competitive pitch and will handle all consumer PR covering media relations, launches and social media management.

The agency's managing director, Rick Guttridge, said: "MFI is an iconic brand name that’s been synonymous with UK retail and furniture for a whole generation. Being part of the team that’s bringing it back to the British public is both exciting and challenging.

"We know we have a lot of hard work ahead of us but as a team we’re set up for success."

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