Svenssons i Lammhult

The client

As reseller of world-class interior designer brands like String, Dux, Swedese, Grythyttan etc., Svenssons i Lammhult has provided Sweden with beautiful homes and classic design since 1898. Svenssons i Lammhult has  positioned itself as the leading design reseller in the Nordics through a carefully selected assortment with focus on quality and timeless aesthetics.

Mission

Svenssons i Lammhult introduced a completely new store concept to their new facilities in Sickla (Stockholm) in the fall of 2017 . The store concept had been designed to support Svenssons i Lammhult’s assortment strategy and brand repositioning.

Pretto PR was chosen to assist Svenssons i Lammhult with sales driving and branding PR activities before, during and after the opening weekend in Sickla. The activities aimed to attract new and old customers, inform about the conceptual store and communicate Svenssons i Lammhult’s brand identity in general.



Implementation

Pretto PR decided to focus the opening weekend on six of Sweden’s most popular interior influencers and decorators; Andrea Brodin, Caroline Sandström, Frida Farhman, Joanna Fingal, Jimmy Schönning, Maria Soxbo.

PR helped Svensson i Lammhult to arrange a VIP event at a restaurant nearby the Sickla store the evening before the big opening, . Pretto PR was responsible for the digital invitation (graphics and copy) and its distribution to selected journalist, influencers and business partners to Svenssons i Lammhult. Andrea Brodin was chosen to act moderator of the evening, and the guests got to enjoy cocktails and an exclusive preview of the new store.

During the main opening day, the six influencers/interior decorators offered curious customers at the store personal shopping and expert interior advice. They had also picked out their favourites from Svenssons i Lammhult’s assortment and the products were marked with a “favourite tag” in the store to encourage sales.

Most of the selected influencers also published sponsored posts in their social media channels to promote the opening weekend activities and their assortment favourites.

Results

The  VIP event  was  a huge success that gathered Sweden’s most important journalists, influencers and and key personalities in interior design.

The  selected interior influencers/decorators brought Svenssons i Lammhult’s new conceptual store to the limelight and attracted the right target group of consumers to the opening weekend.

The personal shopping activity iinspired customers to center their interior decoration around statement pieces from Svenssons i Lammhult.

The PR efforts  generated 52 press clippings and social media posts with an estimated measurable reach of 2.500.000 followers/readers in tw0 weeks.



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