Our agency have given a fresh feel to a well-loved brand name with a history of helping furnish customers’ homes to perfection.

Francis of Malvern is somewhat of a landmark with a rich, family heritage. Founded in 1933, the stores specialise in bedrooms, flooring and furniture.

Our agency, Swan Origination, were tasked with refreshing the brand and its online presence. Dan Barber, COO of Swan Origination, explains the journey.

What was FoM’s starting point and what were they looking for?

They started with a non-transactional site that did not show their full product range. It was quite a dated site that required a total overhaul in terms of brand and aesthetic, as well as the technology laying behind the website.

Why did they choose us?

FoM chose our agency because we are a part of the Swan Retail Group and we seamlessly integrate eCommerce to their back office retail system and we provided them with compelling case studies for marketing the site once live. As an integrated agency we don’t just design and build, we help build strategies that drive Footfall, Sales, Traffic and Conversion

How did you form a plan and creative direction?

We held kick off meetings with the client to establish their website objectives from a brand and business perspective. Taking time to understand their product type, their customer base and their target audience, we were able to form a creative brief that has seen the development and realisation of a clean and contemporary website that works just as efficiently on mobile as on desktop.

As well as understanding the needs and requirements for online, we are able to provide strategy, ideas and insight for their in-store and point of sale marketing. This means that all their campaigns are linked together which gives them the best opportunity to maximise their return on investment and ensure measurable effectiveness throughout their marketing.

What is next for FoM?

We will continue to support FoM post-live with a three month launch campaign and communication activity.

FoM is another furniture retail and eCommerce website that means we have now launched seven websites within this sector and are quickly becoming specialists for furniture retailers.

We look forward to continuing to work closely with FoM and seeing them grow.

Take a look at their new website and explore some of our agency’s work.