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Evolving the perception of a much-loved British brand

The brief

Bisley, the much-loved British furniture designer and manufacturer, has been creating innovative solutions to meet the evolving needs of workspaces for over 80 years.

As working habits shift and adapt, prompted by the pandemic and the rise of hybrid working, Bisley has risen to the challenge.

Recent Bisley collections feature flexible, multi-purpose furniture that is easily adaptable for office environments and work-from-home set-ups.

Caro’s role was to help this classic brand communicate this new messaging in both consumer and corporate categories.

What we did

Over the past two years, Caro has implemented a multi-channel communications campaign to evolve the public perception of Bisley, repositioning it as a brand focused on high quality furniture solutions for both home and office.

We have helped Bisley to build relationships with key design and interiors consumer titles, establishing solid connections with both editors and commercial directors.

Beyond media relations and advertising spend, these relationships have developed over time and continue to grow, taking in events, partnerships and digital activations. We have guided Bisley in connecting with influencers to help tell the brand’s story, in line with key messages, as well as supporting them at design events in the UK and internationally. This includes showroom activations, private dinners, talks and more.

The Caro relationship with Bisley is in-depth and collaborative, and we directly input into the creative direction of product photography, and consult on industry research, thought leadership and more.

The results

Caro has secured a number of pieces of coverage for Bisley in major titles, notably lifestyle pieces in The Times, Metro, Elle Decoration, House & Garden, Livingetc, Sleeper, and OnOffice.

In addition, Caro has supported Bisley on developing relationships with influencers including Cate St Hill, Hello Haus and Nordic Notes, to build awareness among their target audiences.

We helped launch the new Home Space in the Bisley showroom during Clerkenwell Design Week 2023, organising a private dinner for key media and industry guests, providing the opportunity for one-to-one conversations about the brand’s history and vision.

To activate Home Space, we arranged Bisley’s first ever in-conversation event, in which Cate St Hill discussed personal style and design for wellbeing with Design Anthology Editor-in-Chief Elizabeth Choppin.