Mansur Gavriel, the luxury handbag company, used a sloth for its Spring Jodene Rogers, the head of marketing at Sofaworks, explains the it reflects the personality of your company," he says, name-checking the soft.
It is just a race to the bottom, like the market for white goods. There will not be any rush, with spring of next year likely to be the absolute earliest any change of name would come into effect. Details NEWS.{/INSERTKEYS}{/PARAGRAPH} It also owns certain web domains associated with these properties, but like many companies, it also owns many others, most of which are not related to Neal the Sloth, the loveable character created by Sofaworks as part of its marketing mix. The first, and obvious, conclusion, is that the business will rebrand and Mr Tyldesley β CEO and majority shareholder in the store Sofaworks business β told the Furnishing Report that a rebrand looks to be the logical next step. These include sofology. Mr Tyldesley also has firm views on trade brands, having been asked about how both of the two largest specialists β ScS and its courtroom rival DFS β had actively been pushing these brands in recent times. Sofaworks has, understandably, already been preparing a contingency plan in case the court hearing went against them. It is targeting an average of six new stores per year starting from It has already opened in Dundee this spring with two more showrooms including Cannock β set to become a real landmark along the M6 Toll, according to Mr Tyldesley β and Enfield, to open imminently. It suited them to challenge the registration. Sofaworks secured external investment earlier this year which will support plans to grow the chain across the length and breadth of Britain. It becomes all about price, and that as an area β whatever the name says above the door β is not what his business is about, he says. Can the average consumer differentiate one Hotpoint washer from another? The marketing opportunity cost, is harder to quantify. Public records show that it has β since the legal action began β successfully registered two new trademarks: Sofasloth and Slothworks, as well as establishing new companies in both names. {PARAGRAPH}{INSERTKEYS}Jason Tyldesley says he is unfazed at the prospect of rebranding for a second time in two years, saying there is much more to the Sofaworks business than a name.