Millieu brand strategy and development.

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Retail brand proposition, strategy and development for a UK white label furniture manufacturer.


Rebrand and repositioning helped grow profits by over 400% in first year.

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Arroll design was a furniture design and manufacturing company that supplies furniture to trade and furniture retailers who then market the products under their own brands.

It had the passion and potential to be a designer brand of its own.

The company had developed a number of fabrication techniques used in the development of its furniture but was failing to exploit its full business potential.

Arroll’s ambitions were for rapid growth and they required the strategy and materials to enable this to happen.

Through research, our proposed strategy was to change the business from a trade supply model to that of a retail model supported by reseller agreements to satisfy the existing channel and a stronger focus on bespoke commissions.

From this a new overarching brand proposition was developed and incorporated Arroll’s inspiration for its product design; ‘our living environment, both natural and fabricated’. The new name ‘Milieu’ meaning ‘environment’.

Product naming and brand identity were created along with a set of guidelines to ensure consistency. A suite of marketing materials for use across all touchpoints, including print and digital campaigns followed.

Within 12 months of implementing the new brand ‘Milieu’, the company had grown its profitability by 400%. It had secured an unprecedented pipeline of work and an increasing number of large contract commissions.

Arroll had successfully repositioned itself from a white-label goods designer and manufacturer to a designer business furniture brand.

The company continues to grow and benefit from the repositioning, brand and strategy delivered.

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I approached Bonfire after struggling for many years to get where I wanted to be. They gave me the clarity and purpose in both my business and brand. Bonfire is a consultancy through and through – a great bunch of people, with an inspirational way of looking at things. The positive impact they had on my company is beyond measure.

Managing Director, Milieu
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