WEDGWOOD, ROYAL DALTON,
ROYAL ALBERT & WATERFORD
WWRD has some of the oldest craft brands in the world. With over seventy designers based in Stoke on Trent, the business had defaulted to ‘designing patters on plates’ and forgotten its role in defining people’s identities. Our role was to develop a portfolio strategy for the brands and bring them to life to excite and engage all key stakeholders, across Europe, the US and China.
Our work helped re-launch the brands across Asia and the US and secured full listings with Barneys, Bloomingdale’s and Macy’s. In 2015, following our rebrand in 2012, the business went from £150m debt to being sold for $437m. Overall the group reported a turnover of $450m in the financial year to April 2014, with Asia accounting for 40 per cent of sales. The company reported an operating profit in 2014 of £36m.
The tools Haines McGregor developed for us in terms of formulating our brand repositioning & expressing
our new brand identities has helped move an entire global organisation.
Annick Desmecht, Global Marketing Director, WWRD
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